Aurora Cannabis (TSE: ACB) is the leading global cannabis company for good reason. Focused as much on research and development and health issues as it is its bottom line, it has created a worldwide network of operations that will ensure cannabis products are safe. Helping to ensure that goal, it has announced the launch of a new campaign designed to provide better education and safety of cannabis products. The move comes as Canada is preparing to allow derivatives sales starting this December.
The Ready for Edibles campaign is a bilingual endeavor launched by the company starting in Canada. It has a “not safe for work” theme about it, showing pictures of edibles that are blurred and which carry an “Adults Only” caption. The creative pieces state, “Edibles are coming and they’re not for kids. Ask a budtender or learn more at www.readyforedibles.com.”
The material can already be found at Canadian retail outlets across the country and will also be seen online through digital and video placements, as well as be found in radio and TV spots.
Terry Booth, Aurora’s CEO, states of the endeavor, “The roll-out of Aurora’s next generation of high-quality cannabis products is very exciting and we are proud to be able to offer new forms like vapes, concentrates and edibles. We want to make sure consumers have the information they need to understand the differences in these products, how to consume them responsibly, and most importantly, that they should be kept away from children and pets.”
Some of the company’s educational content will target signs of over-consumption, cautions about mixing alcohol and driving while intoxicated and understanding the differences between time of consumption and effects. Aurora’s NextGen products, which include chocolates, mints, gummies, cookies and more, will also list the certified amount of tetrahydrocannabinol (THC) and cannabidiol (CBD) each product contains as an additional measure of public protection.