BXP - Vol 4 No 6 August/September 2020 - 12

12

technology," Hodas says. "We have compa-

packaging and understand something about

nies like ZolTrain, creating a rich text plat-

the company. We understood that investing

Cannabis industry's role
as a social justice advocate

form that allows marketers deeper informa-

in packaging, even when it needs to be re-

Despite all the challenges of the tumultuous

tion and deeper links back to our products

worked often, helps the shopper understand

cannabis market, Hodas is grateful for the

through an SMS platform. I can also tap tech-

which products are high quality. Shoppers

opportunity afforded him by the pioneers

nology called Sparkplug from a company

could see quality package design and feel

who paved the way to legalization. He says,

called Best in Grow that allows me to track

confident that this is a company that makes

" I wasn't involved with cannabis 20 years

budtender incentives because budtenders

a good product because they care about all

ago when there were people under the

still play a vital role in our go-to-market strat-

parts of the experience.

Compassionate Care Act, providing service

egy even as the pandemic has us pivoting to

"Over the last seven years, the cannabis

to patients in need, and when there were

deliver more B2C messaging. What I'm doing

industry has become more sophisticated,"

people being arrested for doing much of the

is using a variety of these technologies and

Hodas continues. "Good packaging is table

same thing that I'm making money doing and

creating a patchwork or my own back-end

stakes for any cannabis brand. Not only good

enjoying. I think it's important to recognize

dashboard that lets our team at Wana look

packaging in how it looks but how it per-

this, and I've only really begun to embrace

at each of these data sets individually, create

forms. For example, at Wana, we use Calyx

that kind of language with people because

KPIs and track against them. It's a great time

containers because they are child-resistant,

I understand that I have the ability to be

of experimentation."

opaque and functional in retail environments

here working in legalized cannabis, much to

because Calyx containers are stackable.

thanks of those people who lay the ground-

Constant change doesn't
remove table stakes

These containers work in more than 90%

work, many of whom are still in prison.

of our markets. Granted it's not exactly the

"I also understand that 70% to 80% of

"When I was at Dixie, I joined during the first

same packaging because in Maryland, the

most marijuana possession incarcerations are

week of adult-use legalization in Colorado,"

graphic design on our labels has to be com-

people of color, which is not representative of

Hodas recalls. "We were just in the middle of

pletely subdued. We can't even show fruit on

the entirety of people who consume cannabis

shifting our packaging because regulations

it. In Colorado, our label design can deliver a

by any means," Hodas says. "Many will point

for packaging has changed. And it didn't

more expressive experience full of color and

out that the legalized cannabis industry is

stop there. Three more times during my

show fruit imagery to better communicate

predominantly led by white males. I'm a

tenure at Dixie required us to redesign our

what's inside the package to the consumer.

white guy, and I recognize this hypocrisy, but

packaging. Despite all that change, we did

"It's a constant need for cannabis brands,"

I also am hoping to be part of the change. I

something at Dixie that was innovative for its

Hodas says. "Updating labeling and packag-

love working for Wana because it's a woman-

time. We looked at packaging as the contract

ing is a constant action item on our market-

owned business. Nancy Whiteman is our CEO

with the consumer because the typical con-

ing calendars because regulatory changes

and founder, and I'm excited to see that the

sumer, back then, would walk into the store

need to happen across all SKUs when those

industry including the cannabis regulators

and have no idea about the products. There

regulations are introduced, and each state

are putting a greater focus on providing

was and is a budtender to help shoppers, but

has different regulations."

opportunities for people of color, including

shoppers also need to be able to look at the

some states that have moved into awarding
licenses based on social equality." ◆

A U G U S T / S E P T E M B E R 2 0 2 0 | B ra n d E x per i e n c e



BXP - Vol 4 No 6 August/September 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 6 August/September 2020

BXP - Vol 4 No 6 August/september 2020
Editor’s Letter
The Scene
Chief Experience Officer Series: Joe Hodas
Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
A Look at Branding and Package Design for the Legalized Cannabis Market
A Multi-Part Series About Marketing to Modern Families
The Toolbox: Product Focus on Packaging for Cannabis
Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Intro
BXP - Vol 4 No 6 August/September 2020 - BB1
BXP - Vol 4 No 6 August/September 2020 - BB2
BXP - Vol 4 No 6 August/September 2020 - BXP - Vol 4 No 6 August/september 2020
BXP - Vol 4 No 6 August/September 2020 - Cover2
BXP - Vol 4 No 6 August/September 2020 - 1
BXP - Vol 4 No 6 August/September 2020 - 2
BXP - Vol 4 No 6 August/September 2020 - 3
BXP - Vol 4 No 6 August/September 2020 - 4
BXP - Vol 4 No 6 August/September 2020 - 5
BXP - Vol 4 No 6 August/September 2020 - Editor’s Letter
BXP - Vol 4 No 6 August/September 2020 - 7
BXP - Vol 4 No 6 August/September 2020 - The Scene
BXP - Vol 4 No 6 August/September 2020 - 9
BXP - Vol 4 No 6 August/September 2020 - Chief Experience Officer Series: Joe Hodas
BXP - Vol 4 No 6 August/September 2020 - 11
BXP - Vol 4 No 6 August/September 2020 - 12
BXP - Vol 4 No 6 August/September 2020 - Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
BXP - Vol 4 No 6 August/September 2020 - 14
BXP - Vol 4 No 6 August/September 2020 - 15
BXP - Vol 4 No 6 August/September 2020 - A Look at Branding and Package Design for the Legalized Cannabis Market
BXP - Vol 4 No 6 August/September 2020 - 17
BXP - Vol 4 No 6 August/September 2020 - 18
BXP - Vol 4 No 6 August/September 2020 - A Multi-Part Series About Marketing to Modern Families
BXP - Vol 4 No 6 August/September 2020 - 20
BXP - Vol 4 No 6 August/September 2020 - 21
BXP - Vol 4 No 6 August/September 2020 - 22
BXP - Vol 4 No 6 August/September 2020 - 23
BXP - Vol 4 No 6 August/September 2020 - 24
BXP - Vol 4 No 6 August/September 2020 - 25
BXP - Vol 4 No 6 August/September 2020 - The Toolbox: Product Focus on Packaging for Cannabis
BXP - Vol 4 No 6 August/September 2020 - 27
BXP - Vol 4 No 6 August/September 2020 - Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Cover3
BXP - Vol 4 No 6 August/September 2020 - Cover4
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