7. Don’t think of cannabis as an exotic category—consumer behavior is still in play
Cannabis/marijuana (TCH or CBD/cannabidiol) is a regulated product, and so it’s subject to government oversight. However, when you think of all the products that include cannabis, it almost covers all the major product categories. The spectrum goes from inhalants (buds/vape oil) to edibles, personal care products, pharmaceuticals, confections and snacks, even creams and oils for pain relief.
In fact, it’s just another ingredient layer and so, each iteration needs its own TLC when it comes to communicating the THC.
For edibles, sensory testing should be part of the branding strategy. If you’re marketing a baked good, like a brownie, is the flavor profile and texture competitive with non-cannabis brands, or does it disappoint? It must look delicious, include flavor cues and be made of wholesome/clean ingredients. It’s not just about the CBD or THC.
As the legacy brands begin to enter the cannabis marketplace, competition for consumer loyalty is going to get fierce. Do your homework. You might find that the tried is truer than you expect.
MinnPack 2019 (Oct. 23-24; Minneapolis) is where serious packaging professionals find technologies, education and connections needed to thrive in today’s advanced manufacturing community. See solutions in labeling, food packaging, package design and beyond. Attend free expert-led sessions at multiple theaters around the expo.