HashBone Branding & Marketing

Fueled revenue growth across 280+ dispensaries by managing all brand and marketing operations.

Manufactured by Hollister Biosciences, HashBones are premium pre-rolls that make people happy.

Hollister's CEO wanted to grow HashBone across California's cannabis market and become the infused pre-roll category leader. Hollister partnered with Indus Distribution to bring HashBone to market and manage wholesale operations. With hundreds of cases of HashBones in their warehouse, Indus needed Hollister to start enabling sales through better branding and marketing.

I fueled the launch and ensured the success of HashBone by:

• Developing HashBone's brand tagline, voice, and visual style

• Crafting all brand and product copy: slogans, go-to-market messages, product category and individual SKU descriptions

• Collaborating with Fiverr freelancers to design product packaging in Adobe Illustrator and export files for printing

• Shooting all product photography with a Canon DSLR and editing images in Adobe Photoshop

• Building internal and external digital asset libraries for all brand, marketing, sales, and retail needs

• Getting products listed on cannabis review sites and marketplaces (i.e. A Proper High, Leafly, IHeartJane)

• Designing social content and memes in Canva

• Planning a monthly content calendar, scheduling and publishing posts, and moderating audience comments with Sendible

• Designing one sheets and product menus to enable Indus Distribution's sales of HashBone

• Creating and segmenting buyer lists, managing leads, and updating contact information

• Writing, designing, and sending marketing and sales emails using ActiveCampaign

• Scheduling and executing 1-3 field marketing initiatives per month: running "Happy Hour" retail promotions, conducting industry event and in-store product demos, delivering budtender education presentations

• Shooting, editing, and producing a B2B marketing video introducing HashBone to buyers

• Collaborating with agency vendors (i.e. Leaf.vip, MediaJel) to A/B test product messaging and advertising creative

Thanks to the “HashBone Happy Hour” program, wholesale revenue jumped 192% in June 2020; and increased 624% YoY in Q3 2020. By Q4 2020, HashBone was being sold in 280+ retail locations across California.

Brand & Product Marketing

Brand Strategy

B2C Personas: 1. Cannaisseurs: Cannabis enthusiasts who value top-shelf quality and product novelty. 2. Heavy Hitters: High-tolerance users who want high THC% and strong effects. 3. Dab Dabblers: Cannabis users who like infused pre-rolls or are curious about extracts. 4. Road Trippers: High-tolerance travelers who want a low quantity of high quality products. 5. Corporate Chiefs: Professionals who enjoy a good pre-roll after hours or on weekends. 6. Budget Buds: Price-conscious patients who want the best flower or pre-roll for their buck. Tone & Voice: 1. Humorous: Sound as unserious and happy as a HashBone will make you feel. 2. Real: Be honest, bold, and conversational. 3. Knowledgeable: Build trust and confidence through product descriptions that educate consumers about HashBone products and cannabis.

Look & Feel: 1. Playful: Let loose and make HashBone seem like a good time. 2. Bare Bone: In contrast to other cannabis brands with marketing more premium than their products, it should be believable that HashBone products are more premium than its marketing. 3. Slick: HashBone packaging and marketing should be cohesive, intentional, thoughtful, and formatted effectively.

Brand Copy

Tagline: HashBones Make People Happy

Go-to-Market Messaging: HashBone is the pre-roll for people who don't even like pre-rolls. Top-Shelf Flower & Cold Water Hash - No Shake, Trims or Stems Value Proposition: There’s nothing worse than a “premium” pre-roll that’s packed too tight, full of stems and shake, and doesn’t burn evenly no matter how many times you huff and puff. That’s why at Hollister Cannabis Co, we make HashBones by paying close attention to the details. We control our whole process from seed to shelf, and filter out what most cannabis companies still use in their pre-rolls. We only use the best greenhouse flowers from top California farms, never use solvents to make our bubble hash, and carefully weigh and hand-pack each HashBone to make sure it’s just right.

Social Creative

Single 1G

Go-to-Market Messaging: HashBones are the most hash-infused pre-roll in California. The only thing HashBones are filled with is 75% top-shelf flower and 25% cold water bubble hash. HashBone single 1G premium hash-infused pre-rolls are made for high tolerance consumers and connoisseurs. Category Hero Description: HashBones are premium 1G hash-infused pre-rolls that feature an artisan blend of 75% top-shelf flower and 25% cold water bubble hash – more hash than any infused pre-roll in California! Boasting enhanced flavor and potency, HashBones are crafted to provide a smooth burn and consistent experience... every time.

SKU Description: We double-Dawg dare you to smoke this pre-roll. Double OG Chem is a sativa-dominant child of Chemdawg and OG Kush, known for its ability to spark one's imagination and lift the mind. Tropical Cookies is another potent sativa-dominant strain, equally as stimulating and euphoric. Both strains have notable levels of beta-caryophyllene - a terpene with powerful pain-relieving and anti-inflammatory properties.

True to both strains, this hybrid HashBone balances fresh notes of citrus against a smooth, spicy, earthy flavor. Made with 75% Double OG Chem flower and 25% Tropical Cookies cold water bubble hash, it's a potent 1G hash-infused pre-roll that provides a cerebral, creative head high every time.

Minis 5-Pack

Go-to-Market Messaging: Our 5-pack of HashBone Minis is the new essential for social distancing. HashBone, California’s most hash-infused pre-roll, is now shareable! Category Hero Description: HashBone Minis are the essential pre-roll pack for social distancing. Each pack of HashBone Minis comes with 5 .5G HashBones, so you and your friends can each have one and don’t have to puff-puff-pass your germs around. Or, just smoke the whole pack yourself!

Minis 5-Pack SKU Description: Ancient OG is an indica-dominant descendent of Snow Lotus, and provides a stress-relieving, uplifting experience. Cookies in the Sky is a hybrid relative of GSC, known for its euphoric effects. This Minis blend is rich in limonene - a citrus-scented terpene that dissolves stress and anxiety.

True to both strains, this hybrid HashBone boasts hints of citrus and pepper. Made with 75% Ancient OG flower and 25% Cookies in the Sky cold water bubble hash, each potent .5G hash-infused pre-roll provides a relaxed and happy high.

Wolfie 1G

Go-to-Market Messaging: The HashBone Wolfie features three unique strains, and a one-of-a-kind experience. HashBones are a like a Double IPA. And Wolfies? Those are like a Triple IPA. The HashBone Wolfie is a beast of an infused pre-roll. One puff might just blow your house down!

Category Hero Description: This 1G joint is made with 75% top-shelf flower and 25% cold water bubble hash, coated in full-spectrum cannabis oil, then rolled and dusted in hash. More potent and less messy than kief, the outer layer of ice water hash elevates the smoke for a smooth, tasty burn - right down to the last hit.

SKU Description: The inner blend of 75% flower and 25% hash is sativa-dominant Ruby Slippers (Ancient OG x Blue Dream x Chem). Full-spectrum Gorilla Glue oil grounds the strong, cerebral effects of Ruby Slippers, with indica-dominant feelings of heavy relaxation. Cherry Lady (an Afghani strain) is the cherry on top, providing balanced, full-body euphoria. The result of this artisan blend is a profile rich in limonene and beta-caryophyllene - two terpenes best known for their stress relieving properties.

True to each strain, this hybrid HashBone Wolfie boasts harmonious notes of citrus, earthy and spicy flavor. Curated to melt your worries away, the HashBone Wolfie offers high-tolerance patients a truly amazing, happy-go-lucky high.

B2B Marketing Video

Retail Sales Enablement

HashBone Wholesale Menus

Menu Design A

Menu Design B

Hollister Product Catalog

HashBone Happy Hour Promotional Program

B2B Program Announcement Email

Dispensary Instagram Stories

eCommerce Website Banners

In-Store TV Slides

Pop-Up In-Store Signs

Results