Honest Botanicals is a company based in Vancouver that manufactures high quality CBD Oil made from organically grown Canadian Hemp, using the finest and fewest ingredients so Canadians know what they’re consuming.
CBD Oil has many benefits and uses, including pain relief, anxiety relief and improving the symptoms of PTSD, as well as an anti-acne treatment, anti-seizure treatment, and it is also used to aid cancer patients.
Compared to pharmaceutical medications, CBD Oil most notably comes with no severe side effects or risk of fatality. This fact is very significant in the market of non-prescription pain relieving medications.
Acetaminophen
Acetaminophen pain relievers come with the possibility of fatal overdoses, as well as the potential for side effects such as fatal liver damage, and fatal skin reactions among many other damaging side effects.
Ibuprofen
Among many damaging side effects, Ibuprofen pain relievers come with the possibility of overdosing, and also with damaging longterm effects with continued use, such as an increased risk of heart attack or stroke.
Acetylsalicylic acid
Acetylsalicylic acid pain relievers can cause temporary hearing loss, seizures, coma, and the possibility of fatal overdoses, in addition to many other damaging side effects.
Strategy
Show the benefit of using CBD Oil instead of other pain relievers on the market by highlighting their risk factors.
Leave the homeopathic market and position CBD Oil alongside pharmaceutical medications.
Target Audience
Adults with chronic pain / pain conditions who already regularly take pain relief medications.
Communication Goal
Convert those who are satisfied with their current pain reliever through informing them about the risks involved; convert those who are unsatisfied with their current pain reliever with this as well as the benefits of CBD Oil.
Primary Medium
Full-page ads in Canadian newspapers to target Canada’s older demographics.
Newspapers reaching Canadians from St John’s to Whitehorse
Secondary Medium
Online Canadian newspapers.
Secondary Medium
Both subway posters and bus shelter posters to reach a wider audience.
Bus shelter ads reach public transit commuters, drivers, and pedestrians as well as Canadians in smaller communities with no subway systems.