The Highlighter Cannabis Oil Vaporizer is for Discerning Smokers
Michael Hemsworth — December 1, 2015 — Marketing
References: pavementsf & lovelypackage
The decriminalization of marijuana has been happening over the course of many years but has been culminating over the past year or so with laws becoming less stringent; the Highlighter Cannabis Oil Vaporizer is an example of how culture is adapting to the idea of people smoking it without prejudice.
The branding of the Highlighter Cannabis Oil Vaporizer was created by Pavement as a more sophisticated approach to how medical marijuana users utilize the substance. Pavement was looking to satisfy the client Bloom Farm's preference to remain true to their original clients, while opening up the possibilities to other consumers. They explain, "Bloom Farms sought a look would not alienate the core “stoner” customer, but the quality of the brand and packaging would allow a mom, for example, to feel comfortable trying this type of product for the first time."
The branding of the Highlighter Cannabis Oil Vaporizer was created by Pavement as a more sophisticated approach to how medical marijuana users utilize the substance. Pavement was looking to satisfy the client Bloom Farm's preference to remain true to their original clients, while opening up the possibilities to other consumers. They explain, "Bloom Farms sought a look would not alienate the core “stoner” customer, but the quality of the brand and packaging would allow a mom, for example, to feel comfortable trying this type of product for the first time."
Trend Themes
1. Sophisticated Marijuana Products - The Highlighter Cannabis Oil Vaporizer showcases a trend of more refined and elegant marijuana products.
2. Expanding Cannabis Consumer Base - The Highlighter Cannabis Oil Vaporizer represents the trend of attracting new consumers, such as moms, to the world of cannabis.
3. Strategic Cannabis Branding - The branding of the Highlighter Cannabis Oil Vaporizer demonstrates the trend of strategically positioning cannabis brands to appeal to diverse customer segments.
Industry Implications
1. Cannabis Products - The Highlighter Cannabis Oil Vaporizer is an example of how the cannabis industry is evolving to offer more sophisticated and mainstream-friendly products.
2. Design and Packaging - The branding of the Highlighter Cannabis Oil Vaporizer highlights the potential for design and packaging industries to tap into the growing market of cannabis products.
3. Health and Wellness - The Highlighter Cannabis Oil Vaporizer's emphasis on quality branding suggests opportunities for the health and wellness industry to incorporate cannabis products into their offerings.
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