New Standard Super Bowl Bundle 2025
Designing a Retail Choice Architecture for Game Day
For the 2025 Super Bowl, I led creative direction for a bundled retail campaign that transformed game-day shopping into a clear, intuitive choice between two distinct cannabis experiences. The strategy reframed bundling from a discount tactic into a consumer insight tool—driving engagement, accelerating sell-through, and informing future promotions.
Strategic Insight
Rather than offering a single, catch-all bundle, we intentionally split the experience into two clearly differentiated paths: edibles versus smokes. This allowed customers to self-select based on how they planned to watch the game, while giving the brand a clearer read on consumption preferences tied to occasion.
The decision prioritized clarity at shelf, speed of choice, and perceived intentionality—critical factors in a high-traffic retail moment.
Creative System
The campaign was built as a competitive visual system, not a one-off promotion.
• Two bundles with distinct naming, tone, and visual cues
• Clear hierarchy and differentiation, in-store displays, and digital assets.
• Messaging designed to reduce friction and reinforce confidence at purchase.
• System ensured the choice felt purposeful, and not promotional.
Execution & Scale
The campaign launched across:
• Bundled packaging and in-store retail signage
• Digital and social assets driving pre-game awareness
•Brand-partner integrations reinforcing premium positioning
• Each touchpoint reinforced the same decision framework, allowing the campaign to scale cleanly across locations.
Outcomes
• Sold out in under three weeks
• $9,750 in revenue generated
• Accelerated trial across multiple premium brand partners
• Delivered actionable insight into consumer preferences by occasion
Role
Creative Direction · Campaign Strategy · Visual System Design · Retail Execution · Brand Partner Integration
Past Super Bowl Campaigns
Super Bowl Bundle 2024
