Legal cannabis?
What a time to be alive, amirite?
Here’s the honest-to-ganja truth: I’m not chasing cannabis work to expand into ‘a new vertical’ (Are your eyes rolling? Mine are.). Cannabis isn’t just the new bank, new CPG, or new [insert whatever sector] work to add to my book. It’s something I’m already passionate about. And the fact that cannabis and copywriting can intersect? Well, that’s just bananas.
I’m super interested in how weed is grown. What extraction method a company uses to make distillate. I’m here for cannabis culture, cultivars, swag, and (fighting) stigma.
I’m also forever jazzed about brand positioning, social strategy, product copy, websites, events, hell even POS. And when my interests intersect? Oh boy. What a time to be alive.
Cannabis experience
TITUS/ONE
Brands: FIGR cannabis, Korent CBD (US brand)
Work: Social strategy (playbook), social content, email sequences, landing pages, websites, brand positioning and identity, display banners, videos
High Park (Tilray)
Brands: Marley Naturals, Chowie Wowie, Canaca, Goodship, Irisa, Grail, Tilray Labs
Work: Brand positioning and identity (new brands), brand re-positioning (existing brands), in-store display and POS, OOH, campaign concepts and assets, internal strategy docs and presentations, website copy, social strategy (playbook), social content, emails, taste testing, swag
High Park (Tilray) cont.
Work: In addition to the work we did for brands in the market, I also had the chance to work on some strategy and positioning for several brands in development.
Types of brands: Topicals, a wellness CBD brand in the states and the UK, a collab with a major brand, an international charity
Shelter Brands
Brands: Their portfolio of cannabis brands; 3 pillars of the company: Shelter Brand House, Shelter Labs, Foundry Vaporizers
Work: Various assets as needed, including copy for websites, print collateral, booth copy, video
Aurora Cannabis
Brands: 3 Aurora brands (main brand, wellness brand, corporate brand), plus a sub-brand (greenhouse architect)
Work: Brand positioning and identity for 3 brands; social strategy (playbook), content; website; brand essence video; cross-Canada concert series; trade show collateral; flagship retail and launch strategy; strain names and descriptions
[a new cannabis retailer]
Brand: We developed a name, identity, store concept
Work: Landlord package as part of the licence application process. This included multiple names, concepts, visual approaches to the store, sample merchandise strategy; focus group testing