Wyld needed an omnichannel campaign to showcase its full line of cannabis gummies, highlighting two core differentiators: all-natural ingredients and a consistent, repeatable experience. The challenge was to create imagery and messaging that resonated across a diverse audience while navigating the complex, market-by-market regulations of the cannabis industry. Some states allowed fruit imagery, others didn’t; some permitted showing people, while others prohibited it entirely. The solution had to flex within these constraints while still delivering a unified brand experience.

The idea began with a simple question: when faced with countless dispensary options, which one do you choose? The answer became the campaign’s anchor: Naturally Wyld. This adaptable line paired each flavor with the feeling it delivers—“Naturally Lively” for Raspberry, “Naturally Dreamy” for Elderberry—reinforcing both the natural qualities of the product and the specific experience it offers. Visually, the campaign featured portraits of diverse individuals embodying each product’s effect, set against bold, solid color floods tied to the flavor. This approach communicated flavor without fruit where prohibited, showcased Wyld as a brand for everyone, and created a cohesive system for digital, retail, and trade materials.