As the CMO of 1906, I helped position the company as a cannabis brand pioneering a new category, “functional cannabis,” at the intersection of medicinal plants, self-care, and the rapidly-evolving legal cannabis industry. As part of our mission of making cannabis more accessible to everyone, we innovated a category-disrupting line of pills that we positioned as a portable toolkit for modern living. My work included creative directing the product design (with the award-winning Joe Doucet and Partners), the packaging design (with the venerable Afton Hakes), building a multi-market approach to retail, and spearheading/writing/co-creative directing a major product launch campaign, POP A DROP. 

​POP A DROP aimed to make a huge impact in a market accustomed to smokables and cloying gummies—so we needed to make pills seem fun, easy, and dare we say, sexy. The campaign introduced the consumer to this fast-acting lineup of targeted formulas and celebrated the absolute ease and satisfaction of optimizing your day with portable low-dose pills that “help you do all the life stuff better.” This campaign fueled the most successful launch ever within the edibles category in Colorado--the company’s sales doubled almost immediately. 

Created with Afton Hakes, Half Court, and The Marbles.