From Mexico to Chile and Argentina, Latin cannabis brands are gaining ground

Cannabis in Latin America is changing, with emerging brands such as En Volá in Chile and WePlant in Argentina adopting traditional marketing and branding techniques. These strategies, which include market segmentation, brand experiences and collaboration with influencers, reflect a renewed interest in massification, large-scale production and more professional communication in the region.

However, the road to Latin brands is not free of cultural and legal pitfalls. A brand is an identity, and it's essential to define its name, logo or isotype. And its activity. Certain names cannot be registered without authorization», explains Ivana Vigilante, a lawyer in the sector.

How can Latino cannabis brands reach more consumers? What is the potential of these strategies for civil user associations? And what are the challenges ahead?

Retail sales of cannabis

Here's a stinging fact: over 80 % of the global cannabis market is retail. Thousands of companies of all types and sizes grow, process and retail cannabis in all its forms. Design, packaging, labelling, quality labels, customer service, traceability and tracking: cannabis brands try to be ubiquitous.

While some brands choose to position themselves as leaders in an age segment, others focus on the lowest price or environmental awareness.

Chilean-style cannabis

Simón d’En Volá, a media and brand production company in Chile, explained how cannabis clubs and associations, although legally restricted, have fostered a thriving medicinal market in the country. The self-management of these associations has enabled them to focus on providing detailed and reliable information to consumers, who are also affected by the importance of marketing and branding.

In addition, he noted a growing interest in information on product composition, product safety and transparency, particularly via labeling. Find out more about the average user, En Volá used key demographic information to design an average consumer. A theoretical model known in marketing as the «buyer persona».

Meeting with Jorge

«This cross-referencing of information with key marketing campaign parameters enabled us to create a profile of a cannabis consumer in Chile. His name is Jorge, he's 27, has an average salary and spends about the same amount on cannabis,» explains Simón.

Mr. Simón also notes the importance of different medical consumer segments and the construction of a narrative that gives meaning to brand design.

«There are those looking for the specific effects of certain cannabinoids and those interested in more general experiences,» explained Simón.

In search of an immersive experience, En Volá has developed Beat Seeds, a brand of cannabis genetics that matches their cannabinoid profile to music playlists on Spotify, designed to understand the graphical curves of different cannabinoids.

BeatSeeds

We Plant: community, education and minimalist marketing

Founded to benefit the community and promote the advancement of medical cannabis, WePlant, a non-profit organization in Argentina, stands out for the importance it places on legal and safe access for consumers.

Marlexis Romero, a social communications graduate and marketing specialist, believes that, as a brand, WePlant is inspired by minimalist marketing strategies, seeking to create an impactful, recognizable image.

Ezequiel, co-founder of the NGO, and Marlexis both understand that brands are important because they tell a story, can justify the role of those who care for others and add value to their work.

Ezequiel also believes that creating educational content strategies can bring quality information to a wider, more diverse audience, and he's already looking at the possibility of synergies between cannabis and other industries, such as tourism.

The Weplant plantation

Segmentation: Fancy, Zaza and others

When Mau Lamonica teamed up with urban music artists to promote his first brand, Fancy, He didn't expect his genetics to cause a sensation.

In a short space of time, «the genetics that Duki smokes» has become the most sought-after gem, as has Zaza, a resinous genetics with the presence of terpenes, which targets a segment aware of the therapeutic benefits of extractions.

«In pre-sales, a thousand packs were sold in just a few days. Our aim is to make this product accessible to all growers,» said Lamonica. I've tried to give the product a «jewel-like» aura, where the grower is the artist,» added the breeder.

«We need to adapt products to the needs of local consumers for effective, organic marketing. Market research is essential to continually improve our products,» adds Mau Lamonica.

As for the brands« potential, he points out: »Barcelona has overcome an economic crisis thanks to cannabis, which is why I want to support the domestic industry".

Zaza x Fancy

Jelly Genetics

In Mexico, where the American market is more popular, brands are following the retail trend. José Luis, co-creator of the seed bank Jelly Genetics, explains that his brand strives to exist as an exceptional product.

It specializes in the production of feminized seeds, the first in Mexico, and distinguishes itself by offering local varieties that emphasize flavor, quality and storytelling.

«Between selection and conception, a brand takes years. Our genetic products are meant to be enjoyed at certain times. They reflect the time of year in the grower's life. We try to convey this work, in the visual line and in the merchandising,» explains José Luis.

«We look for quality to build loyalty. We don't give away our work. Brand is linked to price, and what could be better than world-class quality, by Mexicans for Mexicans?»

Every brand strategy is political

Sofía Morello has a degree in social communications and is Marketing Director of the Argentine Seed Bank. Ojitos Rojos (editor's note: the little red eyes), with which it has focused primarily on trust and user experience.

Sofía Morello understands the importance of making technical information accessible to new customers, through personalized advice and digital applications. Her packaging is designed with functionality and reusability in mind, to increase brand visibility.

Going beyond traditional marketing, Ms Morello stressed the urgent need to recognize the work of caregivers in clubs and civil user associations in the marketplace.

«When designing a brand, it's essential to understand and respect the diversity of cannabis stakeholders, including women and diversities, which have gained ground in an initially male-dominated space, using stories and testimonials to break down prejudices and connect with new consumers,» said Morello.

In this respect, Vigilante pointed out that «NGOs have the legal capacity to register a trademark and, in some cases, they can make profits from the trademark to cover their operating costs. The advantage of a brand is that it can be adapted to the reality of the project it represents.»