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Vigilantes
Anandia had been an authority in cannabis science for years. On the brink of legalization, with new companies launching every day, they needed to maintain their position as the industry’s leaders in order to grow, and to pursue acquisition.
Dr. Jonathan Page was the first scientist to map the cannabis genome. Famous within a small academic community, he co-founded a company with Dr. John Coleman to do research, and develop pharmaceutical treatments. Just before legalization, Page became known as “Dr. Cannabis”: the source of credible scientific information to the industry, policy makers, and regular Canadians. Then the “green rush” hit, and their fast-growing company needed to level up.
With new companies launching every day, Anandia needed to maintain its position as industry’s scientific leaders, and gain awareness with the newcomers. Later, after their acquisition by Aurora Cannabis, they needed to reposition themselves as the scientific arm of the largest cannabis company in the world.
Through deep audience research, we developed an initial positioning for them as the knowledgeable authority in a rapidly changing industry, in which reliable information was the most valuable resource. After their acquisition, we repositioned the two entities that emerged: Anandia Labs as the gold standard testing lab, and Occo, as the genetics testing company creating a better world.
After the initial brand work, Anandia was successfully acquired by Aurora Cannabis for $120M. After the acquisition, Anandia Labs grew their number of clients to become the largest testing lab in Canada, and Occo became the first cannabis genetics company in the world.
Marketing cannabis-related products and services in Canada is highly regulated. So developing effective brand identity requires legal awareness and gentle boundary-pushing.
From decriminalization, to safe consumption and public acceptance, cannabis has come a long way. What a difference science can make.
The art and science of developing an open-minded discourse about the true risks and potential of cannabis.
Services: industry and competitive audits, brand strategy and positioning, visual and verbal identity, marketing strategy, website, trade show booth and collateral materials, event design, corporate videos, newsletter strategy and design, social media strategy, awareness campaign, and public relations.
