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| SELLING HEMP? | |
| MZInc knows that to pass the test in niche marketing you must do your homework | | | | Doing the Homework
Headcase, a manufacturer of hats and apparel made from a hemp/cotton blend, needed to advertise their products to a very specific audience. Hemp is a fiber that is all natural, a product of the cannabis plant, which is also used to make marijuana. In order to produce an effective ad campaign, it required comprehensive research, much of it done in the field. The MZInc team hit the streets, clubs, and campuses to meet this niche market on their own turf.
Results
The demographic turned out to be young (17-28), very eco conscious, or concerned about the environment, and given to the occasional puff of marijuana. A whole culture was associated with hemp; it was almost a movement. Things like law 420 in California (proposing the legalization of marijuana) and a pro-earth, pro-worker credo were central to the hemp product marketplace.
Research Inspires Creativity:
The glitz and glamour common to many fashion ad campaigns would not do for this all natural "home grown" audience. In fact, the extensive field research inspired a raw, campaign that used a combination of models and real people from the Village in New York, club scene, and marijuana salesmen on the streets who took a break from business to be a part of the campaign. This fun and irreverent campaign turned out to be a major high for both the client and their audience
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