THE CHALLENGE
- When it first launched, the Flyte brand was positioned to be the antithesis of the “how high” culture of the day. The positioning, name, messaging, packaging and approach were created to speak to the consumer’s lifestyle and emphasize life as an adventure.
- In-Flyte service, boarding passes, test pilots, ACE retail program, and Flyte School were some of the many brand hooks
- Due to its wildly successful launch at 420 Flyte was a widely known grey market brand in BC and across Canada
- The question posed by stakeholders was , how could this well-conceived and adorned brand be leveraged in the regulated market?
THE APPROACH
- 3 weeks of R&D consulting in Shenzhen, China resulted in a planned deployment of three products over 18 months from launch.
- The Mach2 - ceramic core, low-profile mouthpiece, shatter-proof cart on a buttonless, child-resistant draw-powered battery for elegance.
- The FlyteNav – CR, variable-voltage, high capacity magnetic battery with dual heat/pre-heat for extended use / use in colder climates
- The FlyteClassic – originally designed to be a low-profile, 100% ceramic, 9.2mm throwback cartridge, the Classic became – against our recommendations – a rushed adaptation and the flagship SKU
- Nonetheless, FlyteClassic was greenlit. Flyte’s LP partners praised the exceptionally comprehensive regulatory review for it’s NNCP submissions.
- Great care was taken to build a website and social media strategy that conveyed Flyte’s airy and adventurous personality without violating regulations by presenting specific “mood-states” or a jetsetter lifestyle
- A myriad of cloud images were selected to allow for an innocuous but effective emphases for SKUs and key messaging
THE WIN
- Instagram and facebook feeds/stories featured eye pleasing in-house created video animations with custom sound to promote Flyte’s 10 unique SKU experiences.
- Glamour renders showed all the best parts of Flyte while still falling within the parameters of the regs
- Dispensary workers were treated to carefully crafted boarding pass sellsheets and aircraft aluminum style “riveted” and distressed tent cards for product showcases
- Several SKUs sold out at BCLDB’s online store within the first 2 weeks with multiple re-orders requested
- Retailers were delighted by the clever and punchy brand positioning which opposed the pretention of competitors
- After wave 1 of the launch, attention was turned to further enhancing production efficiency by moving to a CR case with foam insert and in-house labelling.
