Got cannabis? Mainstream marketing for marijuana
What is growing faster than the smartphone industry, and is expected to pull in $20 Billion annually by 2020? Surprise! It’s cannabis. The opportunity to reposition marijuana from the domain of pothead to professional — in the minds of the consumer — is unlimited. Those companies with a fresh marketing approach stand poised to build trust and mainstream respectability, as well as rake in the profits.
Our client, Evoxe Laboratories, gets that. Evoxe produces scientifically formulated, medical cannabis and essential oil blends for vaporizers — a healthier method of marijuana consumption. They came to Adrenaline for packaging and cohesive collateral design, knowing that branding is a powerful tool for paving the way to acceptance in the mass market. They want branding that reflects their state-of-the-art approach. Offering their customers a sense of legitimacy and cachet, their sleek product perfectly targets an upscale client, and self-expression through brand choice.
How do we communicate this change in perception? Start with the language. Gone are the jokey references to recreational marijuana use, the stoner stigma associated with tie-dye, dreadlocks and getting baked. We don’t call it weed, it’s cannabis. Imagery has undergone a similar transition — Harold and Kumar have been replaced by clean and contemporary branding to represent health and well-being.
This approach appeals to a broader demographic and provides assurance of quality and efficacy. Over time, the cannabis industry will be rebranded in much the same way as the alcohol industry after prohibition. The message is that normal, respectable, successful people — business professionals, grandmothers, soccer moms — consume marijuana.
With medical marijuana legal in 20+ states, educating the consumer on the multiple health benefits that cannabis provides is a huge opportunity. It must be done carefully — there is nothing more important than building trust.
Another emerging opportunity is Evoxe’s CBD (Cannabidiol) blend Balance, a natural pain-reliever, anti-inflammatory, sleep-aid, relaxant and more. Because it is non-psychoactive, this product provides the benefits without the altered senses — making it legal to purchase in all 50 states. Appealing to a health-conscious consumer, this is a gentle medicinal alternative.
What are the branding best-practices for Evoxe? Leverage social media channels by posting cohesive, eye-catching communication. Adrenaline’s hand-crafted series of images help interpret their brand essence. The various blends provide different experiences to the consumer, and Evoxe conveys that perfectly through their #ChooseTheMood campaign. All of the messaging works to build the reputation of the brand.
As the clinical research — and general public acceptance — of medical cannabis grows, Evoxe will be poised to grow with the market. In the meantime, Evoxe’s product launch in CA in fall of 2015 has been so successful, they’re now out-licensing the branding and industry know-how in other states — a fascinating business strategy to compete in the market, while the tangle of state and federal legal issues are sorted out.
Recent times have seen remarkable movement in cannabis perception as well as legalization. Adrenaline and Evoxe Labs are helping shape that movement by overcoming stereotypes and building brand loyalty!
This was originally published at the Adrenaline Rush, a blog featuring design and marketing strategies for branding. Read more at www.adrenaline-design.com/blog