Batch wanted to move into CTV without losing what was already working on Meta. Two problems. THC means every platform has a different rulebook, and every other brand in the category was chasing the same customer.

Most THC advertising is built on one joke. Stoner humor, munchies, the Harold and Kumar angle. It’s a crowded lane, and it’s aimed at a customer who was already buying.

Batch’s actual customer looked nothing like that. A parent who tracks their sleep and reads the label. Someone who wants a measured, predictable effect they can plan a day around. Nobody was making ads for that person, so that’s who we made them for. The stigma wasn’t something to lean into or apologize for. It was something to walk past.

The compliance piece we handled at the concept stage instead of in the edit, which is where most brands lose the ad. We wrote three campaigns where the humor lives in the setup rather than the claim, so ads carry the same joke, hit the same beat, and clear two different rulebooks regardless of compliance rules on platforms. Compliance stopped being a cut. It became a variant.