Moyee Laces Coffee Campaign with Cannabis

The good, old-fahsioned taste test is a proven way for brands to guage the public’s perceptions about their products and 180 Amsterdam has taken the concept to Amsterdam to upp the stakes for coffee company, Moyee.

Modern research suggests that cannabis heightens users’ sense of taste so what better place to test the drink than in Amsterdam - with its 150+ 'coffee shops'.

Created with true Dutch spirit, the campaign sees the brand take the experiment to some of Amsterdam's cannabis smokers, and, while under the influence, document their eloquent and surprising responses.

Since it was founded in 2013, Moyee has unveiled provocative campaigns designed to raise awareness around its FairChain philosophy, similar to the UK's Fairtrade system.

Speaking of the campaign Al Moseley, president and CCO of 180 Amsterdam says: "Studies suggest that your sense of smell and taste are heightened when under the influence of cannabis. We put this theory to the test and found the results were compelling. It’s a more radical take on the taste test for a brand that isn't scared to create debate.”