{"id":201686,"date":"2019-11-20T11:30:19","date_gmt":"2019-11-20T16:30:19","guid":{"rendered":"https:\/\/irpp-policy-options.local\/issues\/to-thrive-the-cannabis-industry-needs-strong-brands\/"},"modified":"2025-04-14T04:48:31","modified_gmt":"2025-04-14T08:48:31","slug":"to-thrive-the-cannabis-industry-needs-strong-brands","status":"publish","type":"issues","link":"https:\/\/potestlaunch.irpp.org\/fr\/2019\/11\/to-thrive-the-cannabis-industry-needs-strong-brands\/","title":{"rendered":"To thrive, the cannabis industry needs strong brands"},"content":{"rendered":"<p class=\"p1 dropcap-big\"><span class=\"s1\">Cannabis edibles are here. A year after the legalization of adult-use recreational cannabis, Canada has now introduced edibles, extracts and topicals to its legal cannabis market. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Anticipation of the legal edibles market has been tinged with both excitement and confusion: about what edibles look like and how they\u2019re made, why their regulation is so important and how we can develop a thriving adult-use cannabis edibles market while continuing to combat the illicit cannabis market and keeping the product out of the hands of youth. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Legalization of edibles has also challenged Canadians to see cannabis as more than a combustible flower. In all of its new forms, including foods, beverages and powders, to name a few, we are marking an important evolution. As society\u2019s overall perception and understanding of the product changes, so, too, should the applicable regulations that govern it. In an increasing number of ways, cannabis, along with its branding and advertising, has far closer parallels to alcohol than to tobacco, which it is so often aligned with.\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The <a href=\"https:\/\/www.canada.ca\/en\/health-canada\/services\/drugs-medication\/cannabis\/laws-regulations\/promotion-prohibitions.html\"><span class=\"s2\">regulations<\/span><\/a> have been strict. But perhaps they\u2019ve been too strict. The sea of sameness from a branding and packaging point of view does little to help educate cannabis consumers and even less to help differentiate legal products from black market options. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">And while most Canadian licensed producers (LPs) have supported a <a href=\"https:\/\/www.newswire.ca\/news-releases\/canadas-leading-licensed-producers-release-recommendations-for-responsible-cannabis-branding--marketing-guidelines-656072743.html\"><span class=\"s2\">conservative approach<\/span><\/a> to the marketing of cannabis across the country, we do need to continue to pursue a branding and marketing environment open enough that it helps consumers understand the product and its attributes while also clearly differentiating legal products from illegal products. This differentiation is important for safety and the consumer experience. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Here\u2019s what we at Organigram know, as a licensed producer:<\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Canada\u2019s cannabis marketing rules need to prioritize the safety of adults and youth, and allow for informed, reasonable and responsible discussions about products and brands. <\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Canadians should feel confident that these reasoned and reasonable guidelines strike the necessary balance between protecting public health and ensuring the legal cannabis industry has the tools it needs to effectively counter the illicit cannabis market in this country. <\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">More than just a series of technical rules, the guidelines governing the marketing and branding of adult-use recreational cannabis must reflect the public and private sectors\u2019 shared, nonnegotiable commitment to responsible and appropriate communication.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">But responsible and appropriate communication also needs to allow for educational conversations among adults. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Packaging design and branding exist to do more than create a connection to the product; they exist to educate and inform consumers. It is troublesome when branding and packaging requirements result in a less educated consumer. When makers of brands in the illicit market have the unconstrained ability to engage with consumers, but makers of tested, regulated products aren\u2019t allowed to communicate either their benefits or information related to dosing and anticipated onset\/offset of their effects, we begin to undermine the initial objectives of cannabis legalization: those of ensuring public safety.\u00a0<\/span><\/p>\n<figure id=\"attachment_85053\" aria-describedby=\"caption-attachment-85053\" style=\"width: 624px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/potestlaunch.irpp.org\/wp-content\/uploads\/2025\/04\/Gracewood_PreRoll-La-Strada.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-85053\" src=\"https:\/\/potestlaunch.irpp.org\/wp-content\/uploads\/2025\/04\/Gracewood_PreRoll-La-Strada-300x190.jpg\" alt=\"\" width=\"624\" height=\"396\" \/><\/a><figcaption id=\"caption-attachment-85053\" class=\"wp-caption-text\">Credit: Organigram.<\/figcaption><\/figure>\n<p class=\"p1\"><span class=\"s1\">Now, legal cannabis edibles open the door to tremendous opportunity for brands. Opportunities exist for a robust offering of more differentiated products, including terpene profiles for flavour and effect, quality attributes and rapid, more predictable onset and offset of effects.\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">They will also, however, bring challenges for new products that will be smaller, with little packaging real estate. How will some foods, beverages and powders accommodate labelling requirements? Add to that the challenge of developing compliant branding and packaging solutions that are also more <a href=\"https:\/\/www.leafly.ca\/news\/industry\/canada-cannabis-environmentally-friendly\"><span class=\"s2\">environmentally friendly<\/span><\/a> and lend themselves to easy recycling, and it is easy to see some of the potential issues along the edibles road.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Specifically, then, how can branding guidelines support the success of the cannabis industry?<\/span><\/p>\n<ol class=\"ol1\">\n<li class=\"li1\"><span class=\"s1\">The current requirements for one-colour packaging and labelling are problematic in the retail environment. Licensed producers need a degree of latitude to help consumers familiarize themselves with and remember various brands. <\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">As a licensed producer, we\u2019d also like to see more leniency to creatively introduce and provide brand information in spaces and places that are age-gated. It should be possible to share information in a reasonable and responsible way with Canadian adults without appealing to youth.<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Health Canada is also very prescriptive about the size and placement of labelling features such as logos, health warnings, THC content, etc. There is very little real estate left on a brand package once the required elements are included. Licensed producers need more space on the label. This challenge only intensifies as we move to edibles in smaller wrappers and packages.<\/span><\/li>\n<\/ol>\n<p class=\"p1\"><span class=\"s1\">Teams like ours have been hard at work on research and development to produce safer, more consistent products that can\u2019t be replicated on the illicit market. This includes products with reliable onset and offset of effects, or that can be accurately dosed, so consumers have greater control over their experience.\u00a0Customers need to understand the ways in which these products differ from black market products and why accessing cannabis edibles, extracts and oils from a licensed producer is a safer, more consistent option. But to do that, we need to be able to share information and offer consumers visual brand prompts that reinforce those attributes and introduce them to brands they can trust.<\/span><\/p>\n<figure id=\"attachment_85055\" aria-describedby=\"caption-attachment-85055\" style=\"width: 624px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/potestlaunch.irpp.org\/wp-content\/uploads\/2025\/04\/Gracewood-bud-trimming-scaled.jpg\"><img decoding=\"async\" class=\"wp-image-85055\" src=\"https:\/\/potestlaunch.irpp.org\/wp-content\/uploads\/2025\/04\/Gracewood-bud-trimming-scaled.jpg\" alt=\"\" width=\"624\" height=\"416\" \/><\/a><figcaption id=\"caption-attachment-85055\" class=\"wp-caption-text\">Credit: Organigram.<\/figcaption><\/figure>\n<p class=\"p1\"><span class=\"s1\">For example, research and development has resulted in powders that offer consumers the opportunity to not only use cannabis in new, discreet and convenient ways, but also invent their own drinks. Based on the molecular size of the powder formulation, we know the onset of effect of these drinks is estimated to happen within 10 to 15 minutes and that the duration of the effect is shorter and more consistent. However, beverages in the US, and edibles on the illicit market, tend to have a much slower onset of effect, typically within 60 to 90 minutes. For consumers expecting the same slow onset, there is a potential safety issue. To address it, producers need the ability to share the attributes of their products. Consumers should know when the effect will take place.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Canada\u2019s cannabis industry, its products and consumers are rapidly evolving. Regulations must keep pace with an increasingly sophisticated consumer looking for even more detailed information about cannabis products. As the industry normalizes and consumers explore the product offerings of various LPs, these companies need approved ways of conveying the nuanced differences among products to an adult audience. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Distribution and retail environments are doing their job restricting access for youth, so there are reasonable concessions to be made to better balance brands\u2019 ability to educate adult consumers with our shared commitment to public safety.\u00a0<\/span><\/p>\n<p><strong>This article is part of the\u00a0<\/strong><a href=\"https:\/\/potestlaunch.irpp.org\/fr\/magazines\/november-2019\/naissance-dune-industrie-lan-1-de-la-legalisation-du-cannabis\/\"><span class=\"s1\"><b>The Making of a Cannabis Industry: Year One<\/b><\/span><\/a><span class=\"s1\"><b>\u00a0<\/b><\/span><strong>special feature.<\/strong><\/p>\n<p><span class=\"image-caption\">Photo:\u00a0<span class=\"s1\">Credit: Organigram.<\/span><\/span><\/p>\n<hr \/>\n<p><span class=\"s1\"><i>Do you have something to say about the article you just read? Be part of the\u00a0<\/i>Policy Options<i>\u00a0discussion, and send in your own submission.\u00a0Here is a\u00a0<\/i><a href=\"https:\/\/potestlaunch.irpp.org\/article-submission\/\"><span class=\"s2\"><i>link<\/i><\/span><\/a><i>\u00a0on how to do it. |\u00a0Souhaitez-vous r\u00e9agir \u00e0 cet article ? Joignez-vous aux d\u00e9bats d\u2019<\/i>Options politiques\u00a0<i>et soumettez-nous votre texte en suivant ces\u00a0<\/i><a href=\"https:\/\/potestlaunch.irpp.org\/fr\/article-submission\/\"><span class=\"s2\"><i>directives<\/i><\/span><\/a><i>.<\/i><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cannabis edibles are here. A year after the legalization of adult-use recreational cannabis, Canada has now introduced edibles, extracts and topicals to its legal cannabis market. Anticipation of the legal edibles market has been tinged with both excitement and confusion: about what edibles look like and how they\u2019re made, why their regulation is so important [&hellip;]<\/p>\n","protected":false},"featured_media":85057,"template":"","meta":{"_acf_changed":false,"content-type":"","ep_exclude_from_search":false},"categories":[9362,9358,9372],"tags":[8451],"article-status":[],"irpp-category":[4243,4229],"section":[],"irpp-tag":[6966,7088],"class_list":["post-201686","issues","type-issues","status-publish","has-post-thumbnail","hentry","category-economie","category-politique","category-recent-stories-fr","tag-cannabis-fr","irpp-category-economy","irpp-category-politics","irpp-tag-cannabis"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>To thrive, the cannabis industry needs strong brands<\/title>\n<meta name=\"description\" content=\"Packaging restrictions have created a sea of sameness for licensed producers, with no real way to educate or attract buyers. 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