Creating Cannabis Consistency Could Be The Path To Health And Happiness
Understanding the precise branding and marketing mission of a health and wellness brand delivering bliss and calm through cannabis-based solutions
As it turns out, health and happiness might be found at the tail end of a pen, one that appears designed to safeguard space-age intel rather than to deliver precise dosages of cannabinoids and terpenes formulations. Yes, hmbldt is in the marijuana business but don’t call it a marijuana brand. As its first delivery device, the dose pen, divulges upon first sight and inhalation, hmbldt is very much a health and wellness brand, one that is product and patient-first.
“We’re passionate about the power of cannabis and the amazing benefits of the plant and in no way are we shy about it, but when it comes to helping a potential patient, the priority is given to the benefit,” Derek McCarty, VP of marketing, informs PSFK.
You see, they’re not out to become the next go-to high at every college campus this side of the legalization debate. Their mission is to serve as an agent of improved sleep, reduced pain, uplifted energy, and extended relaxation; to meet key unmet needs in a bourgeoning marketplace; to educate consumers so they can move beyond the stigma clouding cannabis use; and, to “play a critical role in increasing the quality of life for millions of people.” All in a pen’s work.
To meet their multi-faceted mission, they’re working to make cannabis treatment as easy and predictable as possible. They expect their product development and marketing will play a large part in both their success as a company, and in overturning what amounts to almost a century of stigmatization.
“We’re working against decades of unilateral messaging focusing on cannabis as an illegal drug that has no place in our medicine cabinets. Since the birth of mainstream media, the message around cannabis has been focused on the negative.”
Yet, “in the early 1900s and before, there was widespread and widely documented use of using cannabis for a myriad of health benefits. But that stopped around the 1930s and the plant’s role in society changed.”
And how it’s changed. In 2014, the FBI reports that people were arrested every 51 seconds for marijuana possession. Not a full minute goes by without a weed-related arrest in America. Not to mention that more than $3.6 billion is spent per year by U.S. states in enforcing marijuana laws. Meanwhile, Colorado’s legal marijuana industry is worth $1 billion alone. And those numbers do little to document the untold civil, societal and human costs on communities, minority groups who are targeted by law enforcement at a disproportionate rate, and the sick, elderly, overworked, and overstressed Americans who could potentially benefit from treatment.
Sure, cannabis is seeing a wave of acceptance across the States, with California, Nevada and Massachusetts being the latest states, with a lower-case “s,” to legalize recreational use of marijuana. But there’s still much negative spin to fight against. As McCarthy tells us, “For decades the message around cannabis, in large part due to the government’s position, has been unilaterally focused, telling people that cannabis has no therapeutic benefits, when a vast majority of the science community says the exact opposite.”
As a result, we’ve yet to fully understand the wholesale medical benefits of cannabis. As McCarthy explains, “federal prohibition has made it difficult for the medical community to do robust research around the health benefits of cannabis; as a result there’s less information.” Nevertheless, what we do know is that cannabis is the only non-toxic therapy that can serve on equal measure as a replacement for a broad range of pharmaceuticals.
The pen utilizes industry-leading vaporization elements designed exclusively for four targeted formulas, as engineered by hmbldt. These “formulas were developed from a deep knowledge and understanding of the cannabis plant, traditional uses of cannabis-based medicines, cannabinoid therapeutics and the nuances of the function and interactions within the endocannabinoid system,” says McCarthy. They are Bliss, Calm, Sleep, and Relief, and work to elicit the states they’re named after, making them perfectly suited to take on many of today’s most notorious and nagging ailments.
Each formula is delivered by the pen in precise doses by means of an intricate inner system that ensures there’s no over-inhalation, no cannabis spoilage, that levels of heating and battery power remain consistent in its delivery of its first 200 doses, and that a vibration always indicates when a dose has been adequately measured.
“A safe, targeted and repeatable experience.”
Beyond the ease of the use of the pen itself, each formula is engineered in a way that combats “the sometimes overwhelming psychoactive effects of cannabis.” Think: panic attacks or paranoia.
“Our formulas are precise blends of the active ingredients in the plant and are delivered in a precise dose ensuring a consistent and repeatable experience. Cannabinoids in cannabis interact with the ECS in a similar way endocannabinoids (the cannabinoids we produce in our body do). An important part of harnessing the amazing benefit of the compounds in the plant is the ability to access the compounds in a consistent way.
Our science team drew from published research, a database of hundreds of thousands of pieces of analytical data characterizing the chemical make-up of cannabis, [and] from anecdotal patient feedback and detailed consumer trials.”
It’s no government secret that people, especially American consumers, respond to simplicity. Therefore, htmbldt’s marketing happens to be focused on carving out a clear, simple and visible niche in the saturated but perhaps limited cannabis market. But its success, and perhaps that of the broader market it finds itself in, will resoundingly depend on the effectiveness of htmbldt’s secondary marketing mission: educating “and helping the millions of people who could benefit from cannabis therapy” to better understand its therapeutic powers so that the cannabis conversation can be elevated beyond the black market, beyond the counter-science, beyond the demonization.
As someone with close family members who have benefited almost miracously from medicinal marijuana, even at the cost of unrooting their own deep-seated prejudices against marijuana, it feels imperative that education lead a streamlined rebranding of the cannabis industry as just another slice of the larger health and wellness industries. As htmbldt tells it, their “focus was to create a platform that was accessible and therapeutically oriented to have the broadest appeal.” A platform that can “provide a consistent blend of active ingredients and delivery of those ingredients in a consistent and accurate amount each and every time.”
Universal acceptance has never arisen without concerted and surgeon-precise upheavals of what was accepted before it. The universal acceptance of cannabis as a medical-grade way to treat modern life’s kaledospopic maladies will be no different. And hmbldt conclusively understands that (even if its name is perhaps a teeny bit wanting in the consumer-friendliness department). But, if they can crack the ‘grass ceiling’ of mainstream cannabis acceptance, even with those who don’t traditionally flock to the drug (which seems likely), let alone as a means of recalibrating the body’s state of balance, we’ll all be the happier and healthier for it.