Rocky Road
Apple Fritter, Biker Oz, Cherry Diesel, Cherry Hills, Galleta, Granola Funk, Grape Oz, Melonz, Muffinz, Papaya Cake, Purple Marmalade, Ritas Cherry, Slurricane, Sour Orange Zkittles, Sueno, Tart Pops, The Sauce
Roots RX
Cherry Hills, Headband Kush, Ice Cream Cake, Sueno
Roots Rx
Apple Fritter, Banana Kush, Big Bubba Diesel, Blood Orange, Cherry Hills, Garlic Cookies, Gg 4, Island, Koko Puffs, Meow, Orange Zkittlez, Peach Kush, Purple Papaya Punch, Sage N Sour, Sour Rado, Strawberry Shortcake, Sueno, Tart Pops, Triangle Og, White 99, Wookie Fruit
Simply Pure
Blood Orange, Cherry Diesel, Gary Payton, Georgia Pie, Item 9, Lava Breath, Meow, Muffinz, Orange Zkittlez, Papaya Cake, Slap N Tickle, Sour Melon, The Sauce, Triangle Og, White Runtz
Smokin Gun Apothecary
Ooh La La, Yuk Mouth
Solace Meds
Apple Fritter, Banana Kush, Bananas, Blood Orange, Bubba Berry, Cereal Milk, Cherry Diesel, Cherry Hills, Docs Cake, Forza Sans Souci, Fubar, Galleta, Garlic Breath, Gary Payton, Gas Tanker, Gelato 41, Gg 4, Granola Funk, Grape Oz, Headband Kush, Island, La Kush Cake, Layer Cake, Melonz, Meow, Milky Weigh, Muffinz, Og, Orange Zkittlez, Papaya Cake, Peach Crescendo, Peking Duck, Pruno, Purple Papaya Punch, Raspberry, Slap N Tickle, Snickerz, Sour Melon, Sueno, Tart Pops, The Sauce, Toxic, Triangle Og, Wookie Fruit
Star Buds
Apple Fritter, Forza Sans Souci, Galleta, Gelato 41, Infinity, Layer Cake, Peking Duck, Sage N Sour, Sueno, Sunset Drive, Toxic, Triangle Og, White 99, Yuk Mouth
Star buds
Layer Cake, Meow, Og, Sueno, Sunset Drive, Triangle Og, Yuk Mouth
The Dispo
Apple Fritter, Banana Kush, Bubba Berry, Gary Payton, Island, Lava Breath, Milky Weigh, Peach Kush, Skywalker, Slap N Tickle, The Sauce
The Green House
Grape Oz, Lava Breath, Peking Duck
The Green Solution
Apple Fritter, Biker Oz, Blood Orange, Blue Sherbert, Grape Oz, Lava Breath, Meow, Muffinz, Orange Zkittlez, Peach Crescendo, Peking Duck, Pineapple Blast, Sherb Crasher, Snickerz, Strawberries N Cream, Strawberry Shortcake, Super Sour Lemon, Triangle Og, Wedding Crasher, White 99
The Happy Camper Cannabis Company
Biker Oz, Blood Orange, Bubba Berry, Cherry Diesel, Dosi, Galleta, Gary Payton, Georgia Pie, Granola Funk, Grape Oz, Island, Mac 1, Melonz, Og, Orange Zkittlez, Peach Crescendo, Peach Kush, Peking Duck, Pruno, Purple Papaya Punch, Rain Dance, Ritas Cherry, Sage N Sour, Sherb Crasher, Snickerz, Sour Melon, Sour Rado, Strawberry Milk, Strawberry Shortcake, Sueno, Tart Pops, The Sauce, Zookies
The Underground Station
Big Bubba Diesel, Frosted Jack, Galleta, Slap N Tickle, Strawberry Shortcake, Sueno, The Sauce
Tumbleweed
Big Bubba Diesel, Biker Oz, Blood Orange, Cherry Hills, Galleta, Gary Payton, Georgia Pie, Gg 4, Grape Oz, Infinity, Koko Puffs, Lemon Pepper, Lions Mane, Medellin, Melonz, Meow, Milky Weigh, Og, Ooh La La, Purple Papaya Punch, Raspberry, Sherb Crasher, Snickerz, Sueno, Sundae Float, Toxic, Unicorn Poop
Twin Peaks Dispensary
Apple Fritter, Blood Orange, Gary Payton, Gas Tanker, Item 9, Orange Zkittlez, Peach Crescendo, Peach Kush, Peking Duck, Slap N Tickle, Sueno, Sundae Float, The Sauce, White 99
Verts Neighborhood Dispensary
Durban Kush, Sueno
1136 Yuma
Cherry Punch, Koko Puffs, Lava Breath, Miracle Alien Cookies, Og, Raspberry
Backcountry Cannabis Co.
Bananas, Fubar, Galleta
Berkeley Disensary
Blood Orange, Bubba Berry, Cereal Milk, Cherry Hills, Granola Funk, Lava Breath, Sour Melon, Unicorn Poop
Buddy Boy
Gas Tanker, Gg 4, Koko Puffs, Lucky Charms, Strawberries N Cream, Sueno, Triangle Og, Wedding Crasher, White 99
Canna Cabinet
Apple Fritter, Apples And Bananas, Banana Kush, Bananaghani, Big Bubba Diesel, Biker Oz, Blood Orange, Bubba Berry, Cereal Milk, Colorado Cool Aid, Cookies N Cream, Durban Kush, Electric Lemonade, Forza Sans Souci, Fubar, Garlic Breath, Gas Tanker, Gelato 41, Grape Oz, Headband Kush, Ice Cream Cake, Ice Milk, Infinity, Island, Koko Puffs, La Kush Cake, Lava Breath, Layer Cake, Medellin, Melonz, Meow, Milky Weigh, Muffinz, Og, Orange Zkittlez, Papaya Cake, Peach Crescendo, Peach Kush, Peach Pie, Peking Duck, Pruno, Purple Marmalade, Purple Papaya Punch, Rain Dance, Raspberry, Ritas Cherry, Sage N Sour, Sherb Crasher, Slurricane, Snickerz, Sour Melon, Strawberry Flame, Strawberry Milk, Sueno, Sundae Float, Sunset Drive, Tart Pops, The Sauce, Toxic, Triangle Og, White Runtz, Wookie Fruit, Zookies
Cherry Peak Dispensary
Big Bubba Diesel, Chemmy Jones, Cherry Hills, Cherry Punch, Galleta, Gary Payton, Gg 4, Granola Funk, Ice Cream Cake, Island, Koko Puffs, La Kush Cake, Melonz, Muffinz, Orange Zkittlez, Papaya Cake, Peach Crescendo, Slurricane, The Sauce
Denvers Kush Club
Strawberry Shortcake
Doctors Orders
Garlic Breath, Purple Papaya Punch, Snickerz
Elevated
Cherry Hills, Durban Kush, Melonz, Pineapple Blast, Strawberry Shortcake
Emerald Fields
Biker Oz, Bubba Berry, Cherry Hills, Cherry Punch, Durban Kush, Galleta, Island, La Kush Cake, Melonz, Og, Peach Pie, Peking Duck, Pruno, Slurricane, Strawberry Milk, Tart Pops, Wookie Fruit
Euflora
Cake Pop, Cherry Diesel, Galleta, Garlic Breath, Gg 4, Og, Peking Duck, Slap N Tickle, Snickerz, Super Sour Lemon
Golden Meds
Cake Pop, Cherry Hills, Gg 4, Granola Funk, Grape Oz, Ice Milk, Layer Cake, Papaya Cake, Sage N Sour, Strawberry Milk, Sueno, Super Sour Lemon
Green Pharm 2
Banana Kush, Bubba Berry, Cherry Hills, Colorado Cool Aid, Grape Oz, Ice Milk, Item 9, Koko Puffs, Miracle Alien Cookies, Orange Zkittlez, Sour Diesel, Strawberry Milk, Sunset Drive, Super Sour Lemon
Greenfields
Cake Pop, Cherry Diesel, Layer Cake, Papaya Cake, Slap N Tickle, Strawberries N Cream, Sueno
Herbal Healing
Koko Puffs, Sage N Sour
High Plains Strains
Bananaghani, Biker Oz, Granola Funk, Grape Oz, Layer Cake, Melonz, Papaya Cake, Papaya Punch, Sundae Float, Triangle Og
High Plainz Strains
Bananaghani, Ice Milk, Koko Puffs, Lava Breath, Milky Weigh, Muffinz, Papaya Cake, Peach Crescendo, Snickerz, Strawberries N Cream, Strawberry Shortcake
Kanopya Springs
Item 9, Sueno, Tart Pops
Kind Care Of Colorado
Garlic Cookies, Georgia Pie, Ice Cream Cake, Island
Kinfolk Farms
Big Bubba Diesel, Chemmy Jones, Cherry Diesel, Fubar, Garlic Cookies, Gas Tanker, Larry, Layer Cake, Melonz, Muffinz, Papaya Cake, Peking Duck, Slap N Tickle, Sueno, Super Sour Lemon, Toxic, Unicorn Poop, Wookie Fruit
LOVA co
Apple Fritter, Medellin, Muffinz, Sage N Sour, Slap N Tickle
LaConte's Denver
Cherry Diesel, Durban Kush, Wedding Crasher
Lakeshore Cannabis
Bubba Berry, Galleta, Gary Payton, Granola Funk, Peking Duck, Slurricane, Strawberry Shortcake, Tart Pops, Triangle Og
Lightshade
Apple Fritter, Chem 4, Georgia Pie, Lucky Charms, Miracle Alien Cookies, Rain Dance, Slap N Tickle, Strawberry Milk, Sueno, Sundae Float, Tart Pops, White Runtz
Lova co
Apple Fritter, Bananaghani, Cake Pop, Cherry Punch, Cookies N Cream, Durban Kush, Garlic Breath, Gary Payton, Granola Funk, Grape Oz, Ice Cream Cake, Ice Milk, Layer Cake, Lemon P, Milky Weigh, Muffinz, Og, Purple Marmalade, Sage N Sour, Sherb Crasher, Slap N Tickle, Strawberry Milk, Sueno, Sugar Rush, Sunset Drive, Super Sour Lemon
Magnolia Road Cannabis Co.
Big Bubba Diesel, Cherry Diesel, Grape Oz, Super Sour Lemon
Mana Cannabis
Sueno, White 99, White Runtz
Mana Supply Company
Sueno, White 99
Medicine Man
Apple Fritter, Biker Oz, Cherry Diesel, Cherry Punch, Galleta, Gary Payton, Gas Tanker, Gg 4, Grape Oz, Infinity, La Kush Cake, Larry, Lava Breath, Meow, Og, Orange Zkittlez, Peach Kush, Peking Duck, Pruno, Slap N Tickle, Strawberry Shortcake, Sueno, Tart Pops, White Runtz, Zookies
Mile High Dispensary
Sueno
Native Roots
Apple Fritter, Apples And Bananas, Big Bubba Diesel, Biker Oz, Bubba Berry, Cherry Diesel, Durban Kush, Garlic Breath, Gary Payton, Georgia Pie, Granola Funk, Headband Kush, Ice Cream Cake, Ice Milk, Item 9, Lava Breath, Layer Cake, Melonz, Milky Weigh, Muffinz, Papaya Cake, Peach Kush, Purple Marmalade, Purple Papaya Punch, Rain Dance, Ritas Cherry, Sage N Sour, Snickerz, Sour Orange Zkittles, Strawberry Flame, Sueno, Super Sour Lemon, The Sauce, Yuk Mouth
Nature's Herbs & Wellness
Bananaghani, Biker Oz, Cookies N Cream, Granola Funk, Grape Oz, Ice Cream Cake, Lava Breath, Layer Cake, Melonz, Muffinz, Og, Papaya Cake, Peach Crescendo, Strawberries N Cream, Strawberry Milk, Strawberry Shortcake, Wedding Crasher
Natures Herbs & Wellness Center
Apple Fritter, Cake Pop, Gorilla Glue, Granola Funk, Ice Milk, Lava Breath, Muffinz, Papaya Cake, Raspberry, Sherb Crasher, Slurricane, Strawberries N Cream, Sundae Float, Tart Pops, Wedding Crasher
Natures Medicine
Apple Fritter, Bananas, Bubba Berry, Cherry Punch, Colorado Cool Aid, Fubar, Georgia Pie, Item 9, Milky Weigh, Muffinz, Peach Crescendo, Slap N Tickle, Strawberries N Cream, Sueno, Super Sour Lemon, White 99
Rocky Mountain Blaze
Raspberry, The Sauce
Rocky Mountain Cannabis
Biker Oz, Blood Orange, Forza Sans Souci, Galleta, Garlic Breath, Gelato 41, Grape Oz, Ice Milk, Medellin, Melonz, Papaya Cake, Peach Kush, Raspberry, Sherb Crasher, Snickerz, Sunset Drive, Super Charger, The Soap, Triangle Og, Yuk Mouth

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. 

“We find exclusive drops to be a very effective tool for both brands and the cannabis community,” said Louis Santillana, vice president of operations for the Cookies Denver dispensary. “Since 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, it’s always exciting to see customers line up before the store opens in hopes of being able to purchase something rare or exclusive.”

It’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 company’s more widely available rotation of strains. People who review the products have the opportunity to win a prize.

“We want to incentivize that feedback,” said Jordan Plunkett, the company’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 “beer can” 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. 

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

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. 

“The basis of that success helped us understand that there’s an appetite in the marketplace for products that are only available for a limited amount of time,” said Tara Soltow, the company’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 what’s coming.

“Consumers know they have to go into the store ASAP,” Soltow said.

California grower Glass House Brands Inc.’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. 

“We’re doing a lot of strain-development work,” Glass House President Graham Farrar said. “The newness, variety, and exploration is really fresh in cannabis. It’s such a nascent and young industry.”

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

“We are a pure medical market,” said Robert Beasley, CEO of Florida-based Fluent Cannabis. “You’re not going to see heavy recreation-type releases here. You still have to be a medical card holder, so we’re not tapping into a recreational following that tracks the latest and greatest.”

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. 

“High-end users are here, but they’re not buying medical marijuana — they’re buying old school,” Beasley said. 

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

“Limited allocation of a product creates an appetite for it,” said Soltow of Plus Products. “You always want what you can’t have.”

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