Founded in Southern California in 2016, Dime™ Industries is a leading cannabis brand with superior hardware, potent concentrates, and delicious cannabis flavour profiles.
Headline: It’s a perfect 10 of vapes. It’s a Dime.
Slogan: Think Higher
Background: What is dime slang for? An attractive person; “a perfect ten”. Frequently, attractiveness is rated on “a scale of 1 to 10.” A dime is worth 10 cents. Hence, a “dime” is one whose attractiveness rates 10 on the scale.
Positioning the Dime as “The Perfect 10” playfully ties into the brand name while espousing its value in a memorable way. This campaign communicates how much effort was put into making this vape better than others without taking itself too seriously. It’s high-end merchandise that’s still fun and relatable.