Tilray 420 concert featuring don toliver
DevelopED and amplifiED an ownable 420 celebration that differentiateD the Tilray Brands portfolio from its competitors, and deepened the connection between these brands and their target consumers.
Long before cannabis was legalised in Canada, 420 was its own cultural moment, so when recreational cannabis was initially green lit in 2018, brands rushed to activate. However, as Health Canada introduced stricter regulations around cannabis advertising and marketing, many brands pulled back—leaving space for bold, culturally relevant engagement.
INSIGHT.
APPROACH.
With the very strict cannabis marketing guidelines in mind, Community Agency and Public / Realm carefully developed a fully-integrated celebration of cannabis culture—a publicly accessible 420 concert headlined by multi-platinum rapper and singer-songwriter Don Toliver at Rebel, Toronto’s premier live music and nightlife venue.
The concert was amplified through earned event listings and sponsored content with no mention of the brands themselves. But with strategically placed branding cues inside the age-gated environment, we could execute a high-touch tastemaker strategy, introducing over 150 of the city’s most influential figures across music, creative, media, fashion, art, and film to the Tilray Brands portfolio—letting them amplify the brand connection for us. These guests received full VIP treatment, including private car service, bottle service, and premium access to a full-scale Don Toliver concert.
The result was a buzzworthy cultural event that resonated deeply with tastemakers and industry leaders—positioning the Tilray Brands portfolio at the heart of cannabis culture.
14M
Media Impressions (UMV)
VIP Attendees
167
Pieces of UGC Social Content
267
Social Media Impressions