Aurora Cannabis Inc. announced the launch of Ready for Edibles, a national bilingual campaign dedicated to educating new and experienced cannabis consumers on responsible consumption and safe storage of edibles products before they become available for sale in December.

In the visual style of Not Safe For Work (NSFW), the campaign creative will depict blurred images of cookies, gummies and other edibles products stamped with the wording: ADULTS ONLY, stating “Edibles are coming and they’re not for kids. Ask a budtender or learn more at www.readyforedibles.com”

The campaign can be seen at cannabis retail outlets across Canada and will be complemented online with digital and video assets as well as radio, television and out-of-home opportunities.

All of Aurora’s NextGen cannabis products, including cookies, gummies, chocolates and mints, will include the certified, lab-tested concentration of THC and CBD.