Kind Care of Colorado
Colorado Cutthroat, Forza Sans Souci #4, Frozen Dessert, Fruit Snacks, Gold Dropz, Item #9, KPF, OZ Kush, Peach Crescendo #2, Platinum Kush Breath, Root Canal #2, Slurricane, Sueno, Super Sour Lemon, The Sauce, ย  Yuk Mouth
Lightshade
Gold Dropz, Peking Duck #6, Root Canal #2, Sueno
Magnolia Rd
Bananaghani, Black Amber, Carat Cake #2, Cereal Barz, Colorado Cutthroat, Gold Dropz, Grape OZ, Lava Breath #2, MIL, Macchiato Haze, Malibu Mirage, Peach Crescendo #2, Peking Duck #6, Platinum Kush Breath, Purple Milk, Root Canal #2, Slurricane, Sour Diesel, Super Sour Lemon, The Sauce, Triangle OG, Unicorn Poop, Veritas Cookies, Wedding Crasher
Magnolia Road
Bananaghani, Black Amber, Cereal Barz, Colorado Cutthroat, FUN, Forza Sans Souci #4, GG #4, Gold Dropz, Grape OZ, Item #9, LCS, Lava Breath #2, MIL, Macchiato Haze, Malibu Mirage, Muffinz Breath #1, OZ Kush, Peach Crescendo #2, Peking Duck #6, Platinum Kush Breath, Purple Milk, Sherb Crasher, Slurricane, Sour Diesel, Sour Rado, Strawberries N Cream, Sueno, The Sauce, Triangle OG, Unicorn Poop, Veritas Cookies, Wedding Crasher, ย  Yuk Mouth
Medicine Man
Bananaghani, Peking Duck #6, Triangle OG, Unicorn Poop
Native Roots
Carat Cake #2, Colorado Cutthroat, Dosilato #8, Forza Sans Souci #4, Frozen Dessert, Fruit Snacks, GG #4, Garlic Breath, Gold Dropz, Grape OZ, Item #9, KPF, Lava Breath #2, MIL, Macchiato Haze, Melonade #8, ORE, OZ Kush, PZ3, Papaya Cake, Peach Crescendo #2, Peking Duck #6, Pineapple Blast, Platinum Kush Breath, Purple Milk, Root Canal #2, SOZ, Shock Tart, Sour Rado, Square Grouper #2, Sueno, Super Lemon G, Super Sour Lemon, The Sauce, Triangle OG, WRZ, Wedding Crasher, White 99
Nature's Herbs and Wellness Distribution Center
Fruit Snacks, Gold Dropz, Item #9, MIL, OZ Kush, Slurricane, Square Grouper #2, Sueno, Super Sour Lemon
Rino Supply
Bananaghani, Peking Duck #6
Ripple
Durban Kush #8, Gold Dropz, Item #9, Macchiato Haze, PZ3, Papaya Cake, Shock Tart
Rocky Mountain Cannabis
Forza Sans Souci #4, MIL, OZ Kush, Slurricane, Square Grouper #2, Super Sour Lemon
Rocky Road
Bananaghani, Forza Sans Souci #4, MIL, OZ Kush, Slurricane, Sour Rado, Square Grouper #2, Sueno, Triangle OG
Rocky Road Remedies
Colorado Cutthroat, MIL, Sour Rado, Square Grouper #2, Sueno, Super Sour Lemon, Unicorn Poop, ย  Yuk Mouth
Roots Rx
Black Amber, LCS, Malibu Mirage, Peach Crescendo #2, Peking Duck #6, Sour Rado, The Sauce, Unicorn Poop, Veritas Cookies, WOF
Simply Pure
Carat Cake #2, Melonade #8, Purple Milk, Sour Rado, Sueno, The Sauce, Triangle OG, Unicorn Poop
Skunked
Forza Sans Souci #4, MIL, OZ Kush, Slurricane, Sour Rado, Square Grouper #2, Strawberries N Cream, Sueno, Super Sour Lemon, Unicorn Poop
TGS
Colorado Cutthroat, Forza Sans Souci #4, GG #4, Gold Dropz, Grape OZ, LCS, OZ Kush, Peking Duck #6, Platinum Kush Breath, Shock Tart, Slurricane, Sour Rado, Square Grouper #2, Sueno, Triangle OG, Unicorn Poop, Veritas Cookies, WRZ
THE GREEN SOLUTION LLC
Grape OZ, Purple Milk, Sueno
The 404 Dispensary
Bananaghani, Black Amber, OZ Kush, The Sauce, Veritas Cookies
The 64 Store
Colorado Cutthroat, Forza Sans Souci #4, Oz Kush, Peking Duck #6, Platinum Kush Breath, Sour Rado, Square Grouper #2, Sueno, Triangle OG
The Dispo
MIL, OZ Kush, Peach Crescendo #2, Slurricane, Sour Diesel, Square Grouper #2, Sueno, Veritas Cookies
Tumbleweed
Colorado Cutthroat, Dosilato #8, Item #9, LCS, Macchiato Haze, Unicorn Poop
Canna Cabinet
Bananaghani, Black Amber, Carat Cake #2, Dosilato #8, Durban Kush #8, GG #4, Item #9, KPF, Macchiato Haze, OZ Kush, Papaya Cake, Pineapple Blast, Purple Milk, Root Canal #2, Sour Rado, Super Sour Lemon, The Sauce, Triangle OG, Unicorn Poop, Veritas Cookies
Cannabicare
Colorado Cutthroat, Forza Sans Souci #4, Oz Kush, Peking Duck #6, Platinum Kush Breath, Sour Rado, Square Grouper #2, Sueno, Triangle OG, Unicorn Poop
Colorado Harvest Company
Colorado Cutthroat, Gold Dropz, OZ Kush, PZ3, Square Grouper #2, Sueno, WRZ
HERBS 4 YOU
Sour Diesel
High Octane
Bananaghani, Black Amber, OZ Kush, The Sauce, Veritas Cookies

February 23, 2022

Hopping on the product drop trend as an effective cannabis marketing strategy

veritas product drop cannabis marketing strategy

Hopping on the product drop trend as an effective cannabis marketing strategy

Cannabis companies are taking a cue from mainstream corporations and generating excitement by creating limited edition products. 

California-based lifestyle and cannabis brand Cookies is well known for its limited-edition drops. When the company announces the drop of a new strain, lines form for blocks outside of participating dispensaries. 

โ€œWe find exclusive drops to be a very effective tool for both brands and the cannabis community,โ€ said Louis Santillana, vice president of operations for the Cookies Denver dispensary. โ€œSince a lot of these strains are only grown in small batches, exclusive drops help drive the FOMO (fear of missing out) mentality. From an operations perspective, itโ€™s always exciting to see customers line up before the store opens in hopes of being able to purchase something rare or exclusive.โ€

Itโ€™s no secret that scarcity can lead to an increase in demand and greater perceived value while creating hype and visibility for brands. Limited edition products also have a sense of exclusivity and prestige, which drives sales. 

Among the limited edition promotions Denver-based Veritas Fine Cannabis offers is its Pheno Hunt series, in which they release a limited number of boxes that feature a gram of three different phenotypes of a strain, a grinder, lighter, and rolling papers.

Veritas offers between 700 and 1,000  boxes, which typically sell out in two to three weeks. 

Consumers can vote for their favorite phenotype online, with the winning cut becoming a regular in the companyโ€™s more widely available rotation of strains. People who review the products have the opportunity to win a prize.

โ€œWe want to incentivize that feedback,โ€ said Jordan Plunkett, the companyโ€™s marketing director.

Veritas created another limited edition promotion centered around the Major League Baseball All-Star Game held in Denver last summer. The company put three pre-rolled joints and a rally towel in a โ€œbeer canโ€ it created for the event. People who purchased the cans, which sold out within a month, could enter a code for a chance to win tickets to the game. 

Veritas provides in-store displays and education for budtenders so they can talk about the products knowledgeably. 

The strategy seems to be working. Veritas fans talk about drops online and ask about the next time the company plans to do a product launch. 

โ€œWe like to build up hype a few weeks prior to launching the product,โ€ Plunkett said. โ€œWe work with our store partners to make sure they have all the marketing material they need.โ€

Like Veritas, Plus Products has developed limited edition campaigns around events like  Gay Pride when it created a special gummy and paired sales of the edible products with a donation to relevant charities. 

โ€œThe basis of that success helped us understand that thereโ€™s an appetite in the marketplace for products that are only available for a limited amount of time,โ€ said Tara Soltow, the companyโ€™s vice president of marketing.

Plus Products typically makes 10,000 units for a limited edition release and puts a cap on the number retailers are allowed to pre-order. It provides its retail partners with digital assets and in-store marketing materials so customers know whatโ€™s coming.

โ€œConsumers know they have to go into the store ASAP,โ€ Soltow said.

California grower Glass House Brands Inc.โ€™s F/ELD has partnered with Doja Pak and Wizard Trees for an exclusive launch of two new strains available at The Pottery in Los Angeles, Farmacy Berkeley, Farmacy Santa Ana, and Farmacy Santa Barbara. The goal is to deliver exclusive award-winning extracts, and the two strains featured in the limited drop are made with fresh frozen flower with no added or reintroduced terpenes. 

โ€œWeโ€™re doing a lot of strain-development work,โ€ Glass House President Graham Farrar said. โ€œThe newness, variety, and exploration is really fresh in cannabis. Itโ€™s such a nascent and young industry.โ€

But when it comes to limited edition marketing in medical-only states, the strategy can be hit or miss. 

โ€œWe are a pure medical market,โ€ said Robert Beasley, CEO of Florida-based Fluent Cannabis. โ€œYouโ€™re not going to see heavy recreation-type releases here. You still have to be a medical card holder, so weโ€™re not tapping into a recreational following that tracks the latest and greatest.โ€

Even so, Fluent has tried the strategy, offering limited releases of Bubble Gum Diesel and Gary Payton, which was developed specifically for a limited release. Fluent released 12,000 units of the flower, but sales began to slow after 3,500. 

โ€œHigh-end users are here, but theyโ€™re not buying medical marijuana โ€” theyโ€™re buying old school,โ€ Beasley said. 

But Fluentโ€™s experience is an exception to the general rule that limited edition products are a sure-fire way to build excitement around a brand.

โ€œLimited allocation of a product creates an appetite for it,โ€ said Soltow of Plus Products. โ€œYou always want what you canโ€™t have.โ€

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