Ask:
Problem:
Insight:
Solution:
How do we create a nurturing, supportive community that normalizes cannabis for moms?
Mothers who indulge in cannabis feel they are judged by their peers. They are eager to find a safe-space.
Moms trust other moms;
cannamoms trust other cannamoms.
Partner with everyday cannabis-positive moms to help reshape the narrative. Betty’s Eddies isn’t just a product – it’s a brand that understands the true stressors of motherhood and wants to help.
Meet Cannamom
Wellness-oriented, open-minded, educated, kind and beautiful. She's a middle-aged suburban mom and she loves her children.
Attendee to every PTA meeting, cook for every family dinner, and full-time employee.
They call her super mom.
How does she do it all? What's her secret?
The stressors of motherhood are bound to cause some burnout. Cannamom's solution to that? Cannabis. A tasty little low-dosage gummy at the end of the day to help mom sleep after living 4 different lives in the span of 14 hours.
"It's like a glass of wine"
The overall perception of cannabis is that individuals who consume marijuana do it to get "fried", "faded" or just plain "really f*cking high". This misconception fuels the stigmatization of cannabis use, causing mothers who indulge in cannabis use to feel embarrassed and ashamed by anti-cannabis mothers.
But the reality is that mature and responsible cannamoms don't consume cannabis in the same way college students do. These mothers take low-dosage gummies – often a mere 5-10mg – stating unanimously that this is their equivalent to a glass of wine to mellow out after a long, hard day.
Cannamoms consume responsibly, not to get "faded", but to turn the brain off, unwind, and reset for the next day. It's a piece of peace. It's like a glass of wine.
67 surveys, 4 interviews, 1 focus-group
"It helps me stay patient with my kids."
They seek out fellow cannamoms and form groups; like bookclubs
100% Female
72% Mothers
"I hate feeling judged by other moms. It would be nice to find more moms that smoke weed."
"Wine moms get a LOT less judgement, but at the end of the day, it's the same shit."
60% said they favor cannabis brands that appeal toward mothers
An authentic cannamom group found on Reddit:
Meet moms where they are:
Influence through cannamoms
Current Brand Image:
Desired Brand Image:
Brand Image Challenge:
Strategic Message:
Betty's Eddies is a cannabis brand that offers a wide variety of edibles, marketing medicinal benefits such as pain relief, anxiety reduction, and sleep aid.
Betty's Eddie's is the #1 supporter of cannamoms – a brand that respects mothers and meets them where they are to provide a much needed break from the stressors of motherhood.
Cannamoms are unaware of Betty's Eddies as a brand that supports them. With so many cannabis products out there, it's difficult for Betty's Eddies to break through with traditional advertising methods.
Speak to cannamoms through cannamom influencers that they know and trust, promoting Betty's Eddies as the go-to cannabis brand for moms.
Campaign strategy deck created for Influencer Relations final course project
Why this works
Meets the target audience
where they are:
Sparks a genuine bond
through empathetic strategy:
When the category competition
is fierce, authenticity and
vulnerability break through:
The most effective way to market to this target audience is to simply go where they go. If they seek advice and community through cannamom influencers, Betty's Eddies must advertise through influencers on their own platforms.
Cannamoms want to be seen and heard. They don't want to feel ashamed or embarrassed. Betty's Eddies understands mothers and empathizes with their struggles – Betty's Eddies is their #1 supporter.
In a category as product-unanimous as cannabis, it is vital for brands to choose a niche in order to break through the clutter and ignite a connection. Betty's Eddies will tap into vulnerability and authenticity in order to position themselves within the market as the #1 cannabis brand for mothers.