Vivid unveils fragrance-inspired holiday campaign
Vivid Cannabis touts its fragrant product as “The scent of the season.”
Vivid, Missouri’s leading premium cannabis brand, announced the launch of its 2025 holiday campaign, Eau de l’Herbe—a playful, high-gloss satire of luxury fragrance advertising designed to normalize cannabis gifting during the holidays. The campaign introduces Vivid’s new limited-edition fragrance-inspired gift box, offered free with the purchase of any three Vivid flower jars, concentrates, or vapes for $99 at participating dispensaries.
The initiative builds on Vivid’s multi-year effort to help customers “Give the Gift of Weed,” inspired by a simple insight: despite legalization of cannabis, many don’t feel comfortable giving cannabis as a gift because lingering stigmas often exist among extended family and friends.
Vivid’s gift boxes—and the theatrical campaigns that accompany them—aim to legitimize cannabis as a culturally acceptable holiday gift, while questioning why such secrecy exists at all.
“Our goal is to give consumers a wink, a smile, and permission to celebrate cannabis out in the open,” said Boston Dickerson, CEO of Show-Me Organics which operates Vivid.
This year’s Eau de l’Herbe creative direction embraces the tropes of luxury fragrance campaigns, framed through the lens of cannabis culture. The centerpiece is a matte-black and embossed gift box designed to mimic high-end cologne packaging. The print and digital ads spotlight the box like a coveted fragrance launch, complete with the tagline: “Gift the scent of the season.”
The rollout also coincides with one of Vivid’s strongest value promotions of the year, offering consumers an accessible entry point to premium products with a 3 for $99 offer on flower, concentrates and vaporizers.
The campaign was developed in-house by Show-Me Organics’ marketing team, in collaboration with Jaelin Collier of Curry Street Studios with ads featuring Tru Wag—a St. Louis influencer, rapper, and comedian.
“It can be difficult to position your brand in an ever-changing market,” said Tony Billmeyer, Chief Marketing Officer of Show-Me Organics. “It’s especially useful to leverage well known tropes from other industries, like luxury fragrance ads, when there aren’t any established category conventions for cannabis.”
Customers can find the boxes at dispensaries around Missouri after Thanksgiving, and a list of participating dispensaries is available at GiveTheGiftOfWeed.com.
ABOUT VIVID
Vivid is committed to push cannabis forward by cultivating and manufacturing the highest quality products and constantly innovating new products and creating new cultivars. Widely available in its home state of Missouri, Vivid will soon be available in Kentucky.
ABOUT SHOW-ME ORGANICS
Founded in 2019, Show-Me Organics is a Missouri owned and operated cannabis company on a mission to set the bar for world class cannabis. The vertically integrated company operates a house of leading Missouri cannabis brands including Vivid, Missouri’s Own, Buoyant Bob and Blue Sage Cannabis Deli.
