Challenge
The challenge for The Goo! was to dominate a niche but growing segment in the cannabis space: live rosin. While live rosin is increasing in popularity globally, it remains a small percentage of the Canadian market, accounting for only about 2-3% of total concentrate sales. This created a unique opportunity for The Goo! to become synonymous with the live rosin category by focusing entirely on this product segment, rather than diluting its brand across multiple cannabis categories.
In a market where many brands play across different product types, The Goo!’s strategy was to differentiate itself by becoming the live rosin specialist.
Objective
The goal was to grow and own the live rosin category in Canada. To achieve this, The Goo! aimed to:
1. Educate consumers about live rosin.
2. Establish The Goo! as the go-to brand for live rosin.
3. Launch inspired products that tell unique stories, driven by the characteristics of live rosin.
Strategy
The brand strategy was simple: focus exclusively on live rosin. Unlike many cannabis brands, The Goo! avoided diversification into other product categories, which can dilute a brand’s key messaging. Instead, every element of The Goo!’s marketing focused on establishing a direct connection between the brand and live rosin.
1. Brand Name & Visual Identity: The name “The Goo!” was chosen to make the brand immediately recognizable as a live rosin brand. Visually, the brand emphasized the rosin press in its marketing, showcasing the process and craftsmanship behind the product, helping to forge a strong association between the brand and the category.
2. Education Campaigns: Since many consumers were unfamiliar with live rosin, The Goo! invested heavily in education. Photos from the company’s facility were shared to show the rosin pressing process, explaining how live rosin is made without solvents, emphasizing purity and quality.
3. Product-Centric Storytelling: Each product was given its own identity and story. For example, Brain Fruit, a live rosin with fruity flavours and cerebral effects, was marketed not just as another concentrate but as an experience. Every product release was carefully crafted to highlight its unique characteristics.
4. Strategic Visual Investment: With a tight budget, we made a deliberate investment in bold, striking visual assets by partnering with digital artist John Godfrey. We focused on creating high-impact materials that could be deployed across multiple channels, ensuring maximum efficiency and strong brand resonance.
Execution
The Goo! launched with a strategic, multi-channel communication plan that included:
• Trade Marketing: Educated retailers on live rosin and positioned The Goo! as the superior product in the category.
• Digital and Social Media: Launched targeted campaigns to inform consumers about live rosin’s unique attributes and benefits over other concentrates.
• PR Efforts: Focused on generating buzz through press releases, media outreach, and storytelling around the brand’s innovative approach to live rosin.
Results
The Goo!’s focused strategy produced outsized results, especially for a brand operating with a start-up budget:
• Top-selling live rosin in Alberta shortly after launch
• Earned an “A” rating from the Alberta Gaming, Liquor and Cannabis (AGLC), a distinction reserved for the top 10-15% of performing SKUs in the concentrate category
• Became the best-selling live rosin on Medical Medical while in stock
• The brand is now expanding nationally across Canada
My Contribution
• Led the development and creation of The Goo!’s brand strategy.
• Commissioned John Godfrey to design the visual identity and creative assets.
• Developed and executed the brand launch plan, including trade, digital, social, and PR components.
• Delivered the entire launch on a start-up budget, achieving strong ROI and significant market share in a niche category.
By staying laser-focused on the live rosin category, The Goo! was able to carve out a distinct and meaningful space in the crowded cannabis market, creating a brand that resonates deeply with consumers and leads the way in the live rosin segment.
Credits
Aaron Buchholtz (Visionary)
John Godfrey (Digital Artist)
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