Written by Brian Beckley. February 3, 2023
This Article has been taken from Marijuanaventure.com
In a fiercely competitive and ever-expanding industry, numerous producers/processors explore white labeling for various brands, including those associated with celebrities, either as an additional revenue stream or as their primary source of income.
Hempacco, a publicly traded company, specializes in crafting smokable CBD products for its in-house brand, The Real Stuff, as well as in collaboration with notable figures like rapper Rick Ross and iconic stoner comedians Cheech & Chong. All three lines of hemp-based products are manufactured at the company’s San Diego facility, each boasting distinct flavors and color schemes.
“Our approach is to tailor each product to match the unique personality and product profile of our collaborators,” explains Hempacco co-founder and CEO Sandro Piancone. “So while they may appear similar, each product is entirely distinct.”
Marijuana Venture recently discussed with Piancone the intricacies involved in developing and launching celebrity-endorsed products compared to in-house brands.
Marijuana Venture: Can you walk us through the process of developing a cannabinoid product with a celebrity?
Sandro Piancone: We initiate discussions with the celebrity to understand their brand vision. For instance, taking Rick Ross as an example, he has a champagne called “Rozay.” We obtained the champagne and worked with our technical team to replicate its flavor in our smokable product. Then, we delve into the aesthetics, ensuring that the look and feel align with the celebrity’s brand identity. This often involves extensive research and development, with multiple iterations sent to the celebrity for feedback, spanning a period of three to six months.
It’s a meticulous process of trial and error, focusing on achieving the precise sensory experience desired by the celebrity. Essentially, we start with the celebrity’s vision and tailor the product accordingly.
MV: How does this process differ from manufacturing general consumer products?
SP: With our in-house brand, The Real Stuff, we have the liberty to define the product ourselves. For instance, we aimed for an earthy and rustic aesthetic to appeal to early adopters. However, when working with celebrities like Rick Ross or Cheech & Chong, they have specific preferences for flavors, aesthetics, and overall branding. While the fundamental research and development process remain consistent, the customization for each celebrity brand is paramount.
From a consumer standpoint, it’s about catering to diverse tastes and preferences. We conduct tastings, gather feedback, and refine the product accordingly, irrespective of whether it’s a celebrity-endorsed line or our own brand.
MV: What impact has launching celebrity brands had on your company, and how does it differ from launching your own brand?
SP: Launching celebrity brands has significantly boosted our visibility and market reach. Unlike establishing our own brand, which requires considerable effort in building recognition and distribution networks, collaborating with celebrities often opens doors swiftly. For instance, we received inquiries from beer distributors interested in carrying the Hemp Hop brand after partnering with Rick Ross, a scenario we hadn’t encountered before. Additionally, the associated publicity, such as Rick Ross appearing on TMZ or timing product launches with their events, amplifies our brand exposure.
However, the process can be more time-consuming due to the celebrities’ other commitments and the need for their approval at every stage, from artwork to marketing materials. Despite the challenges, the payoff in terms of enhanced market presence and consumer engagement makes it worthwhile.
MV: Considering the additional effort involved, do you believe it’s ultimately worth it?
SP: Absolutely. While the initial stages may require extensive coordination and approvals, once established, the benefits are manifold. With celebrity-endorsed brands, we gain access to broader audiences and enjoy heightened brand recognition. Once the groundwork is laid and approvals are obtained, we can focus on sales and market expansion without the need for recurrent approvals. It’s a strategic investment that yields long-term dividends in terms of market share and brand equity.
This interview has been edited for length and clarity.
This Article has been taken from Marijuanaventure.com