Ghost Drops Transitions to Legal Cannabis Marketplace
New CEO Says Legacy Brand Can Only Expand in the Legal Cannabis Marketplace – LPC
Ghost Drops, one of the most infamous “brands” in the illegal cannabis world, is transitioning to the legal cannabis marketplace. It’s a sign of the times – both in terms of legal cannabis and cannabis marketing.
Recently, Ghost Drops hired Gene Bernaudo as its Chief Executive Officer and interim Chief Operating Officer. Bernaudo, formerly president at Ignite, “brings his extensive business experience establishing and growing cannabis brands in Canada, as well as a comprehensive Rolodex of industry contacts and partnerships”, according to its press release.
The brand, whose name references covert illegal cannabis deliveries or “drops”, is famous in certain circles for its quality. But in a country like Canada where cannabis is legalized, there are more opportunities on the right side of the law.
“There is only so far a brand can go in the legacy market,” Bernaudo said. That made moving to the legal cannabis marketplace an obvious move. “Ghost Drops grew to a point where it only made sense to move our legacy into the legal (cannabis) market.”
On one hand, it’s another sign that the legal cannabis market is outpacing the illegal market. Even in provinces like BC where the legacy market has a strong hold, legal cannabis is exploding.
Bernaudo said that Ghost Drops won’t sacrifice any of its quality or philosophy of “supplying North America’s finest with North America’s finest”.
“We see it as our duty to make quality cannabis more accessible to our consumers,” he said. “Our duty to bring the finest geneticists and cultivators to the forefront of the cannabis industry where they belong. And our duty to provide an unparalleled experience to any consumer looking to access truly craft cannabis.”
It’s also interesting that the company chooses the term “North America” and not “Canada” in its marketing. That suggests it’s aiming for the legal cannabis marketplace on both sides of the border, much like other Canadian cannabis brands.
Legal Cannabis Marketplace, Legal Cannabis Marketing – LPC
The other thing that makes Ghost Drops’ entry into the legal cannabis marketplace interesting is its approach to cannabis marketing. Many have argued that strict marketing laws have made it difficult for cannabis companies to brand themselves.
Ghost Drops, on the other hand, doesn’t make anything. The company isn’t a licensed producer; it doesn’t hold a Health Canada licence for cultivation, processing, or anything else that would tie its marketing hands even further. It is in essence simply a marketing company in its own right, lending its brand to craft cannabis companies. The genius is that they can promote Ghost Drops without promoting any one particular product. It’s a lifestyle brand and a celebrity endorsement combined, where the cannabis lifestyle is only implied, not promoted.
“We’re not growers,” Bernaudo said. In fact, it’s almost a white label arrangement, but in reverse so to speak. “What we do is empower growers and breeders to create and scale the absolute best cannabis in the country. We focus on building brand awareness, bringing attention to our partnerships and our collaborations, and providing an outlet for the best Canada has to offer.”
The announcement comes just days after Ghost Drops hired Bernaudo as CEO and interim Chief Operating Officer. With Bernaudo’s experience in the cannabis industry, a focus on quality craft cannabis, and Ghost Drops’ guerrilla marketing plan, it seems inevitable that Ghost Drops will make a big splash in the legal cannabis marketplace.
Read the Full Ghost Drops Press Release Here
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