MJBiz Buyers Guide: Cannabis Packaging 23 - 21
MJBizDaily Buyers Guide Cannabis Packaging
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Whatever the reason(s) for a cannabis rebrand, it is wise to follow best practices for navigating this
tricky area and sticking the landing in the eyes of consumers.
" First best practice for rebranding is realizing that it is time to revamp, " said Kate Weltz, director of
marketing for Jetty Extracts.
Weltz explained how the California-based company refreshed its Live Resin and High THC product
packaging in hopes of establishing a more cohesive messaging for improved product consistency.
" The packaging across product lines lacked consistency, which made growing our brand awareness
a challenge, " she said. " Packaging is the first thing that consumers interact with, and we wanted our
products to visually tell the story of what each SKU delivers, provide information and reflect the
personality of each line. "
Jetty's rebranding process also included a facelift to the website in hopes of offering visitors an
improved user experience where they could more easily learn about the revamped line of products.
" Website functionality is also essential for cross-selling products, " Weltz adds. " A more attractive,
navigable website will encourage shoppers to check out a wide variety of options and purchase
more items. "
In addition to realizing that it's time for a rebrand, Weltz emphasized that another key first step for
this process is making sure your team is staffed with professionals experienced in managing this
type of corporate pivot.
" Be sure to find the right partners and people, such as the artist that designed the strain art for
High THC, " she added, " because successful rebranding requires a lot of different talents. "
Weltz also advised marketing teams to allow themselves ample time and space to execute this
process-and even consider asking customers for their input.
" Reach out to consumers, stakeholders, budtenders and anyone else who interacts with your
brand to learn what's falling flat or working with key audiences, " she said. " Operating with this
collaborative approach will ensure that your rebranding reflects your goals while resonating with
customers. "
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MJBiz Buyers Guide: Cannabis Packaging 23
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