OM

discovery

What They Needed 

As one of the older cannabis companies in California, OM Edibles (OM) came to us seeking a better understanding of today’s cannabis industry. Since recreational legalization in 2018, California’s cannabis industry has experienced exponential growth with newer, savvier brands helping push the market valuation past $5 billion by 2020. The founder of OM, felt the time was right to reconnect with her audience and sought our help in doing so. 

What We Did

Information on the cannabis industry is ever-evolving. As different uses are uncovered, the stigma is slowly fading, and new users are exploring the benefits of legalized products. My extensive research lead to the insight that OM should embrace the newcomers to cannabis by focusing on educating them. I also found a discrepancy between how OM and its direct competitors viewed the category (beauty and wellness) and the views of their audience members.

The Outcome

OM is now focusing its efforts on viewing the category as holistically as its potential customers, with new products being launched to meet all their beauty and wellness needs.