Moldy Wisdom

In the highly regulated and competitive cannabis industry, ProKure Solutions stands out with its innovative approach to mold control. The "Moldy Wisdom" campaign, developed by Ideas Collide, was designed to drive brand awareness and generate new leads, particularly in emerging markets. This campaign marks a playful yet impactful departure from conventional industry marketing, leveraging humor and historical satire to engage a broader audience.

"Moldy Wisdom" utilizes memorable quotes attributed humorously to historical and fictional figures, reimagined to focus on the challenges of mold in cannabis cultivation. For example, rephrased witticisms like “A grow house, divided by mold, cannot stand,” and “Moldy once, shame on you. Moldy twice, shame on me,” playfully attributed to Abraham Lincoln and Benjamin Franklin, respectively, anchor the campaign's messaging. This approach not only captures attention but also educates prospective buyers on the importance of effective mold management, encouraging them to learn more from the real experts at ProKure.

The campaign strategy was to roll out a cohesive brand campaign across multiple channels, including paid social media ads, emails, and a landing page. This ensures a seamless experience for users from initial engagement through to lead conversion. The visual style of the campaign features black-and-white illustrations of these famous thinkers, animated against the ProKure brand’s bold colors, bringing a vibrant and modern twist to the classical theme.

The "Moldy Wisdom" campaign successfully distinguishes itself from competitors by combining a serious industry issue with a lighthearted and clever presentation, resonating with new and existing audiences in the cannabis cultivation industry. This unique approach not only enhances brand recall but also underscores ProKure’s commitment to innovation and customer engagement in mold control solutions.