Today, beer brand Molson Coors Canada and HEXO Corp, a Canadian licensed cannabis producer, debuted a new line of cannabis beverages under the shingle of Truss Beverage Company. Part of what inspired the drinks brand was data that found 71 percent of Canadians of legal drinking age found smoking to be their biggest deterrent in terms of cannabis consumption, while 74 percent found its scent to be an issue.
In line with those findings and to celebrate Truss' arrival, Canadian agency Rethink has created a special kind of rolling paper—not for making joints, but for creating eco-friendly straws.
The special packs of paper come with ten sheets and a dowel to help create the tubes. They’re not for sale but will be given to adult consumers across Canada on what the agency describes as a “surprise and delight” basis.
The Truss lineup consists of five beverage lines, Little Victory, House of Terpenes tonics, Mollo, Veryvell and XMG. "We've built our brands by listening to consumers, so it was important to us to hear directly from Canadians about what they’re looking for from their cannabis consumption experience,” said Lori Hatcher, head of marketing, Truss Beverage Co. in a statement. The "data shows just how ready Canadians are for a new cannabis experience that better fits their preferences and lifestyles.”
“We’ve reimagined rolling papers just as Truss has reimagined the cannabis experience as a beverage company devoted to disrupting the cannabis industry,” added Rethink Associate Creative Director Skye Deluz regarding the promotion. “Rethink wanted to celebrate the portfolio launch in a way that really reframes how to consume cannabis.”