DAY 1: DISCOVERY
Through stakeholder interviews and exploration, we uncovered the tension between Curio’s legacy and it’s ambition. While Curio had earned trust in the medical space, adult-use consumers were craving something that felt more fun, more intuitive, and less clinical. We would recast Curio as mood modifying engineers.
DAY 2: EXPLORE
From the serious to the silly, we explored dozens of campaign ideas. Some rooted in function, others in lifestyle, ritual, or vibe. We tried a wide range of tones and territories to see what could best reframe Curio as both credible and craveable.
DAY 3: UNLOCK
We aligned with the Curio team on a single powerful platform: For Best Results, Just Add Chews. A campaign that makes the product feel personal, flexible, and fun, while still nodding to Curio’s trusted formulations behind the scenes. It gave us permission to speak to modern adults who want to feel a little better (or a little more) in all the moments they choose to use Chews.
DAY 4: ACTIVATE
Once aligned on the campaign idea, we poured it into the places that matter. We sketched campaign ideas for everything from out-of-home to in-store displays to digital content. From a “Chews Your Vibe” wall at dispensaries to local partnerships for mood-based chew guides on Instagram. Each tactic tapping into a moment that could be enhanced by just adding Chews.
DAY 5: VALIDATE
On day five, we packaged it all up into a campaign Brewprint, complete with creative mockups, priority tactics, and rollout recommendations. The Curio team left with a full campaign toolkit and a clear, confident way to meet vibe-seeking adults where they are, without losing what made Curio trusted in the first place.