Lumina
Publicly-traded Canadian licensed cannabis producer, VIVO Cannabis, was relaunching their LUMINA brand of premium cannabis oils and topicals into the Canadian recreational cannabis market. Preparing for Health Canada’s proposed third category, health and wellness, an entire new category audience opened up outside of the recreational and medical users.
VIVO not only needed to sell these products, but there was some heavy lifting to do around consumer education – both in format (oils are relatively new to the market) as well as use case (health and wellness). The biggest challenge came with adhering to strict Canadian marketing regulations, as well as navigating the regulatory diversity of different provincial jurisdictions.
Solution
The first step toward helping VIVO reach their goals for the LUMINA brand was to develop consumer profiles that (1) identified and mapped the needs and values of their target market, and (2) empowered the marketing and sales to teams to speak more directly to those needs. From there, the LUMINA brand was completely reconceived through a new design system that helped communicate product benefits in a way that aligned with consumer values.
This included:
- Brand guidelines to support the creation of all sales + marketing assets
- Packaging for a full-range of topical and sublingual oil products
- Website to inform users + patients of product benefits and availabilities
- and Sales Tools to support healthcare and retail staff in fulfilling demand
Results
With VIVO’s needs clearly identified and understood, anderson pigeon was able to align its uniquely qualified teams with VIVO stakeholders, and successfully:
- Launch the line of LUMINA products in all Canadian markets with beautiful and distinctive packaging
- Conceive and execute a first-to-market campaign for LUMINA’s line of premium sublingual products for health and wellness in the cannabis space
- Develop sales collateral to empower the VIVO sales team
- and Creat tools and content for health-care practitioners across the Canadian Cannabis space
