STRATEGY CONSULTANCY FOR CONSUMER BRANDS
Wana
Legendary in gummies; now launching beverages
What we did:
Go-to-Market Strategy
Retail and Shopper Marketing
Brand & Influencer Partnerships Strategy
The Client
Wana has long been a trusted leader in the regulated cannabis space, known for its premium gummies and deep consumer trust. Now, the brand is expanding into hemp beverages, a category that allows Wana to reach consumers in both regulated and non-regulated states. Unlike THC products sold only in licensed dispensaries, Wana’s hemp-derived beverages are federally legal under the 2018 Farm Bill, making them accessible in new markets where traditional cannabis is restricted. Wana hopes to ride the tide of non-alcoholic alternatives as social drinkers embrace hemp, or are curious about it.
The Ask
Initially, Wana launched its hemp beverages direct-to-consumer (DTC) online, but as the category grew, they needed a strategic plan to expand into retail - particularly within liquor store chains - while ensuring strong consumer awareness, education, and buzz. Given their background in regulated markets, this was Wana’s first foray into selling in mainstream retail settings, requiring a go-to-market approach tailored to new consumer audiences, different retail dynamics, and unique compliance considerations.
Wana engaged experts in go-to-market strategy, creative campaigns, and liquor store distribution to collaboratively develop their hemp beverage launch plan. BLUR developed a 360° go-to-market strategy, encompassing retail activation, experiential marketing, influencer partnerships, social media, and brand collaborations and more, with scalability for each market. The goal was to drive trial, build credibility in the hemp beverage space, and position Wana as the go-to brand for mindful, refreshing alternatives that bring balance and connection.
Discover
Stakeholder Interviews: Engaged with Wana's leadership team - including the CEO, VP of Sales, and Art Director - to gain insights into the SKU assortment, the targeted retail and market footprint, and overarching brand mission.
Audience Research: Conducted comprehensive research to identify growth opportunities within the hemp beverage market and broader non-alcoholic beverage category, focusing on consumer trends and preferences.
Competitive Analysis: Analyzed the competitive landscape to pinpoint whitespace opportunities for Wana's brand and product positioning in order to resonate with the target audience and help Wana stand out in the rapidly growing non-alcoholic category.
Deliberate
Target Persona Development: Defined key consumer segments, with a focus on the “canna-curious” consumer, emphasizing multicultural women over 25, to tailor marketing efforts effectively.
Holistic Launch Messaging: Defined the launch campaign messaging to position Wana hemp beverages as a mindful, refreshing path to balance and connection—resonating with both "canna-curious" individuals and seasoned enthusiasts. Collaborated with the creative team to develop the launch campaign tagline: "Be Where You Wana."
Strategic Objectives for GTM: Ensured a balanced approach between consumer engagement, brand awareness, and education, helping demystify hemp’s legality and benefits in non-cannabis-regulated states.
Drive
Go-to-Market Strategy: Developed a comprehensive playbook outlining influencer marketing, user-generated content, sampling and seeding, tiered experiential activations (from large-scale events to pop-ups), and strategic brand partnerships to drive awareness, trial, and engagement.
Retail Playbook: Since Wana hemp beverages would be on shelf at liquor stores, we recommended a shopper signage strategy, sales associate education and incentive program, and sampling initiatives to increase awareness and trial—ensuring strong in-store velocity and long-term success.
Consumer Community Growth: Integrated QR code activations, email opt-ins, and SMS engagement into the GTM playbook to capture consumer data, fostering ongoing education, exclusive offers, and brand loyalty.
