Project Description

LAUNCHING A STANDOUT IN THE CROWDED CANNABIS FIELD

MOOD33

THE CHALLENGE

Michael Christopher, co-founder of mood33, brought a unique cannabis-infused botanical beverage concept to BeyondBrands that he wanted to launch into the highly-regulated hemp/cannabis market. The initial brand identity could not command the premium price point worthy of the drink and potential trademark issues threatened the original name. The stringent and complex regulations related to cannabis presented unusual challenges to setting up distribution and driving consumer awareness.

BeyondBrands needed to work with this exciting new brand to create a formula and flavor profile that would wow cannabis aficionados; a disruptive name, voice and story that defined the brand’s promise; a packaging look that would stand out; and a strategy that would make mood33 rise to the top in a crowded, fast-growing market, while still satisfying regulatory restrictions.

OUR APPROACH

BeyondBrands brought our proven expertise with numerous beverages and best consumer packaged goods practices to the table to build a solid foundation to launch the brand into the wild west of the California cannabis marketplace. We began strategically, performing competitive research and profiling to identify the cannabis consumer of the present and future who would resonate with the drink. BeyondBrands drew on expertise in the cannabis space we had been developing for years, in anticipation of accelerated legalization, education and acceptance of hemp and cannabis. After initial launch and success of the THC-focused mood33, we worked with the founders to broaden the reach of mood33 beyond cannabis-legal states by developing a new line of hemp-infused teas to extend the brand into the national market.

LAUNCHING A STANDOUT IN THE CROWDED CANNABIS FIELD

MOOD33

THE CHALLENGE

Michael Christopher, co-founder of Mood33, brought a unique cannabis-infused botanical beverage concept to BeyondBrands that he wanted to launch into the highly-regulated hemp/cannabis market.

The initial brand identity could not command the premium price point worthy of the drink and potential trademark issues threatened the original name. The stringent and complex regulations related to cannabis presented unusual challenges to setting up distribution and driving consumer awareness.

BeyondBrands needed to work with this exciting new brand to create a formula and flavor profile that would wow cannabis aficionados; a disruptive name, voice and story that defined the brand’s promise; a packaging look that would stand out; and a strategy that would make Mood33 rise to the top in a crowded, fast-growing market, while still satisfying regulatory restrictions.

OUR APPROACH

BeyondBrands brought our proven expertise with numerous beverages and best consumer packaged goods practices to the table to build a solid foundation to launch the brand into the wild west of the California cannabis marketplace.

We began strategically, performing competitive research and profiling to identify the cannabis consumer of the present and future who would resonate with the drink. BeyondBrands drew on expertise in the cannabis space we had been developing for years, in anticipation of accelerated legalization, education and acceptance of hemp and cannabis.

After initial launch and success of the THC-focused mood33, we worked with the founders to broaden the reach of mood33 beyond cannabis-legal states by developing a new line of hemp-infused teas to extend the brand into the national market.

SOLUTIONS: BUILDING A BRAND FROM THE GROUND UP

We created a holistic, step-by-step approach, executing a comprehensive tactical plan to grow the brand from all angles. Tactics executed included:

• Business and financial planning
• Brand architecture & naming
• Packaging, website & collateral design
• Go-to-market strategy
• Formulation
• Regulatory compliance
• Executive advisory
• Sales and marketing support
• Trade/industry outreach and awareness building
• Introductions to BeyondBrands strategic partners

IMPACT & ROI

Since launching mood33 with BeyondBrands’ involvement, the brand has won Beverage Digest Awards for best new drink concept and best premium drink, as well as praise throughout the industry. The brand achieved statewide distribution throughout California and entered into a partnership with a best-in-class California distributor for the cannabis-infused sparkling tonic line. Since then, mood33 has become the top-selling cannabis drink brand in California. BeyondBrands recently helped the brand secure national distribution for their new hemp-infused beverage line.

“BeyondBrands has grown into a powerhouse agency in a very short time. Deciding to partner with Eric and the team as their first cannabis brand partner to develop and launch mood33, our award-winning beverage brand, was a key decision for our young brand. We had many choices to join top CPG and cannabis accelerator programs in New York, California and Colorado, but found the partnership with the BeyondBrands team to be much more rewarding and mission-aligned. Product development, formulation, commercialization, fundraising and go-to-market strategy have been key challenges for brands in our industry – and mood33 is better off due to the strategic partnership and access to resources that the BeyondBrands team brings to the relationship.”

MICHAEL CHRISTOPHER, MOOD33 CO-FOUNDER & CEO

“BeyondBrands has grown into a powerhouse agency in a very short time. Deciding to partner with Eric and the team as their first cannabis brand partner to develop and launch mood33, our award-winning beverage brand, was a key decision for our young brand.

We had many choices to join top CPG and cannabis accelerator programs in New York, California and Colorado, but found the partnership with the BeyondBrands team to be much more rewarding and mission-aligned.

Product development, formulation, commercialization, fundraising and go-to-market strategy have been key challenges for brands in our industry – and mood33 is better off due to the strategic partnership and access to resources that the BeyondBrands team brings to the relationship.”

MICHAEL CHRISTOPHER, MOOD33 CO-FOUNDER & CEO

Let’s Co-Create

connect button