Curaleaf ran a cheeky campaign, dubbed Toke the Vote, during election season across its dispensaries in Arizona, select locations in Florida, and Illinois. Through this strategic initiative, the brand aimed at engaging customers in a lighthearted, nonpartisan experience.

Toke the Vote initiative featured three specially branded hybrid strains — Kamala Kush, Donald OG, and Space Jill — ach named after political figures or themes. The dispensaries offered updates on sales progress, allowing customers to follow the ‘race’ as each strain competed to sell out first. The first to be fully sold out would win the Toke the Vote ‘polls.’

Curaleaf’s Toke the Vote campaign undoubably introduced a playful twist to the usual election season engagement. Consumers likely found this campaign interesting for its blend of political season excitement and cannabis culture.

Image Credit: Curaleaf