Drink Weed everyday

Go-To-Market Strategy For Brand And Product Launch In New Cannabis Vertical 
CLIENT

CHALLENGE

K-Zen Beverages has the vision to be the #1 cannabis beverage company and create brands that build bridges to mainstream legalization and adoption. To help with its overall go-to-market strategy launch its inaugural product line and first brand, K-Zen sought to create moments of intoxicating delight.

Go-To-Market Project Goals
  • Establish brand awareness by organically growing brand community
  • Fuel demand generation and lead gen by creating SEO optimized content focused on cannabis education and use
  • Inspire product trial through key strategic partnerships and launch events

​Prioritizing discovery and exploration, K-Zen requested an elixir of go-to-market activities that would uniquely position their brand narrative in the cannabis drinks category, captivate their target audience by mixing relatability with aspiration, and elevate product differentiation alongside category standards.
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SOLUTION

Chill
Making a splash in the emerging industry of infused beverages required a comprehensive go-to-market strategy. A marketing dashboard housing objectives, goals, and 6 month GTM activity timeline focused on introducing this relatively new format, building trust with the canna-curious, and converting current imbibers to a new usage space. To ensure alignment (and not harsh anyone’s buzz), a company creative brief template was created to generate a website and interim splash page for lead gen and pre-launch interest. 

Pop
Regular sessions with external agency partners inspired the creative direction and development  of the brand’s first assets. Participation in product sensory panels and tastings helped product formulations bloom fully and a user testing program. A high-minded brainstorm about bringing the brand’s signature elements to life inspired product enjoyment and use guides.

Pour
A comprehensive social and community engagement strategy grounded in inviting people to the legal cannabis beverage party launched all social properties and provided a blueprint for long-term channel ownership and growth. Refining core brand and product messaging delivered seamless partner activation and foundational sales collateral. A first-taste, invite-only distributor discovery dinner activated future key retail constituents and drove industry buzz ensuring a successful public launch.
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"Leta is an absolute pleasure to work with! Her expertise, energy, and enthusiasm for optimizing the customer journey has taken us to the next level in engagement and conversion."
Judy Chen
Founder + Co-CEO
K-Zen Beverages

Results

  • 122% increase in website traffic 
  • Average session duration of nearly 4 min/session
  • Nearly 500 key engagement points triggered on site per quarter (GA goals)
  • Doubling of social community followings month over month
  • Successful development of second product line and brand
  • Consistently sold out product on Eaze.com