The OCS will be hosting a fake cannabis store in Toronto on the sixth anniversary of legalization to highlight the need for consumers to distinguish between legal and illegal stores.

Beginning on October 17, 2024, the Ontario Cannabis Store (OCS) will host a four-day “Buzzkill” pop-up—a retail space designed to look like an illegal cannabis store within the heart of the largest city in Canada, at 474 Queen Street West.

The OCS’ goal is to help educate consumers on the difference between legal, tested cannabis products and those that can be found in an array of illegal and unlicensed stores operating in the province.

“With this campaign, the intention is to reach adult consumers who may not realize they shop at illegal dispensaries, or who may believe that all cannabis is created equal, in a way that captures their interest and creates conversation,” says Amanda Winton, Manager, Communications and Strategic Engagement at the OCS. “We want to drive the message that shopping legal means shopping safe.”

Instead of cannabis products, those who visit the “store” will find mock packaging that highlights the risks of illegal cannabis. One example is a satirical beverage called ‘Pesti Cider’ which reads: “What gives this cannabis-infused cider its signature oomph? We like to think it’s love. But realistically, it’s probably our unregulated use of toxic pesticides. Don’t worry though, we’re like pretty sure it doesn’t have any long-term effects …”

Read the full story at StratCann.