BVG introduces Edible Hemp Ticket
BVG (Berliner Verkehrsbetriebe), a public transport operator in Berlin, is always known for its innovative marketing campaign. BVG has launched several ironic and engaging campaigns that have become advertising case studies over the years.
This month, the company launched the first edible ticket made with hemp oil for the passengers for stress-free holidays. The ticket was available from 13 to 17 December 2021. It was a great idea to attract people back to public transit and create a buzz around it.
The day ticket sold by the BVG was valid for local public transport in Berlin and was for $9.94 (€8.80). BVG launched only 100,000 limited tickets and passengers can eat the ticket after its validity has expired. It consists of edible paper sprinkled with a few drops of hemp oil, provided by Berlin-based cannabis start-up Sanity Group.
The key purpose of the campaign was to invite Berliners to take the bus or the underground during the stressful holiday period.