Phantom Farms likes adventure
Phantom Farms had been known for award-winning cannabis, sustainably grown on a beautiful Oregon farm.
But the cannabis market was changing. Bulk flower prices had been steadily declining as the market became oversaturated with product over-supply, and consumer preferences shifted towards more approachable and doseable concentrate forms like edibles, topicals, and vaporizers. Phantom needed to be nimble and shift with the trends in order to maintain market share. To carve out an ownable territory in the market, we reshifted the brand to act as the bridge for flower traditionalists towards the concentrate market. Along with a new Live Resin Vape Pen with the most beautiful packaging on the shelf, we launched a new campaign slogan, “We like adventure”, and retooled the website and social media channels. We also partnered with Monster Children magazine, a popular west coast skate and snowboard publication, to spotlight the brand through a handful of in-depth product, culture, and brand overviews.
The result was a lift in sales distribution and sell-through, achieving a 4x sales increase at select right of passage dispensaries in Phantom’s home market.
My contributions:
Brand management
Digital Strategy
Brand Planning & Campaign Strategy
Communications & PR Strategy
Data Analytics & Reporting
Copywriting
Phantom Farms x Monster Children
In 2019, Phantom Farms established its brand positioning as an adventure lifestyle brand. To help drive equity in this space, we partnered with Monster Children magazine to create a feature on how the relationship between cannabis and action sports has evolved as the two communities have gained more notoriety, attention, and investment. Titled “Weed, Skateboarding, and the Olympics” the article interviewed several athletes across skateboarding and snowboarding, including Phantom’s own head cultivator Allister Schultz, a former professional snowboarder, to get a glimpse at how opinions have shifted as cannabis has become more mainstream.
The partnership included a brand spotlight, a custom photoshoot, and product features during the release.
My contributions:
Brand Strategy
Media partnership
Comms planning
Copywriting
Production project management
BONUS: How Vertical Integration Works
To help draw attention to the business model of Phantom’s parent company, C21 investments, we partnered with a renowned animation artist to create a short explanation video for how multi-state, vertically integrated cannabis companies operate.
My contributions:
Brand Planning
Copywriting
Project management
Creative direction (art direction)