High Expectations
Imagine a world where recreational Cannabis use has been made legal in the UK. The government have deemed the drug safe to use and society has largely de-stigmatised its users. This has been the case for just over a year and there are multiple products on the market. Aimed at young professionals aged 28-32, High Expectations creates a humorous tone of voice and aims to feel social yet indirect in its approach. Using 'questions to think about while you're high' as the key focus, the brand builds a rapport with the audience as it invites them to be 'in on the joke.'
The brand presents itself as 'hidden in plain sight,' not explicitly labelled as Cannabis but providing strong hints which urge the audience to look closer. The tag line 'if you know what we mean' was created to build the relationship between brand and consumer, alluding to an unspoken knowledge between the two.
Once the High Expectations brand is established, a second wave of promotional material is released. This uses more humorous imagery such as old people, who are deliberately placed out of context. Unaware that they are now the subject of the 'in-joke,' this change in photography serves to further solidify the light-hearted tone of the brand.