Product: Aspen Green Hemp and CBD Therapies
Aspen Green is one of only a handful of hemp and cannabidiol (or CBD) product lines nationwide to be certified by the USDA and qualified as 100% organic, without toxins, pesticides, or heavy metals. However, it is important to note one significant safety concern with CBD is it is primarily marketed and sold as a supplement, not a medication. Currently, the FDA does not regulate the safety and purity of dietary supplements.
But to differentiate itself from other CBD-based, non-FDA approved supplements, Aspen Green built its brand identity around its purity. In brand identity, packaging, and product communications, purity of both the raw materials and finished product of Aspen Green are expressed in premium high-quality materials that reflect the pure, premium-quality nature of the product.
Taking a Different Marketing Approach
Some CBD manufacturers have come under government scrutiny for marketing CBD with wild, indefensible claims, such that CBD is a cure-all for cancer—which it is not. While online direct sales are one of the top outlets for CBD marketing, these sites are often lacking in any scientific rigor or education. They instead lean toward unproven claims aimed at deceiving consumers about the power of CBD, with little information about the ingredients and source of the hemp used in manufacturing.
One of the biggest innovations that Aspen Green initiated in the marketplace was to invest in a direct sales force to help educate healthcare professionals about the benefits of CBD and the advantages of a more pure and controlled manufacture of a product like Aspen Green. Healthcare professionals could either recommend Aspen Green or actually sample and offer it in their offices similar to how they would a pharmaceutical product because of the rep interaction.
While Aspen Green also sells online directly to consumers and patients, the overriding strategy of educating to HCPs over promoting like an uncontrolled supplement has set them apart in the field. In fact, the brand’s promotional tagline speaks to how they emphasize science-driven studies and manufacturing control in their differentiated approach to the marketing of CBD: “Pure Science for the Purest Hemp Including CBD.”
To further inform and educate their health-conscious target audiences, Aspen Green’s marketing pros placed QR codes on their packaging that links directly to third-party lab tests. The promotional materials overall have been a hit with the brand identity winning a Gold Louix Award and the packaging being awarded 2020’s Best Packaging from the American Package Design awards.