Insights from Lauren Miller, founder of Wims!

Most cannabis drinks come in bulky cans. Wims! did the complete opposite.

The brand launched a snap-and-squeeze packet smaller than a credit card, and can turn any drink into an edible in seconds.

But the tiny form factor wasn’t just packaging — it defined the brand.

Here’s how to make a new cannabis format feel natural and build a brand people want to bring with them.

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For founders who are:

• Launching a product format consumers haven’t seen before
• Building in a highly regulated industry
• Trying to build around new ways of socializing </aside>

Anchor your product to occasions, not just audiences

People don’t remember demographics — they remember when they’ll use something. Wims! was built around moments: concerts, dinner parties, Sunday brunch.

Ask yourself:

• What specific occasions would be natural environments for your product?
• Does your marketing show the product in those exact moments?
• Could a retailer instantly see how it fits their customer’s life?