MOGON
A legal, high-potency THC tincture designed to get stoners stoned again.
Brand Stratetgy & Visual Identity Development
Role: Brand Direction & Operations (Fractional COO/CMO)
The Problem: After six-plus months of R&D on a proprietary cannabis nano-emulsion, MOGON had one of the highest-potency legal cannabis products on the market — but no brand, no operating infrastructure, and no compliant path to launch. It needed a fractional executive who could build a CPG brand from scratch for a skeptical, streetwear-savvy Gen-Z audience while simultaneously standing up manufacturing licensing and legal compliance across the supply chain.
The Solution: Led by extensive consumer research and after over six months of R&D with specialized cannabis nano-emulsion, MOGON was among the highest potency legal cannabis products on the market when it launched in 2021. Initially a single product brand targeting a mostly Gen-Z demographic, MOGON’s branding drew inspiration from modern streetwear style and the rave scene of the early 2000’s.
The Results: +60% MoM sales growth from launch through brand-led positioning, creative strategy, and channel development.
Hype It: Marketing & Sales
MOGON is not your neighborhood weed brand. It exists to get stoners stoned again. The brand set out to capture a younger audience, so I knew we needed a marketing plan that would stick. Using a strategic hype marketing plan with bifurcated activities, we hit the streets like any “dope” sneaker-head brand would.
Mr MOGON, a cat-like character, was the brand personified. Presented in surprising places (on packaging, in marketing materials, on wheat-paste billboards papered across LA in a guerilla-marketing style blitz) he took consumers on a journey through the brand world and into “DEEP”, which was both the name of the first product and a metaphor for the magical locale consumers would venture to as a result of consuming the drink.
A Virtual Trip: Brand Website & Hotline
The website created another important experiential touchpoint and layer of intrigue. Landing on the webpage brought consumers to a video and into the “vortex” of the brand. Once in, viewers were inundated with humorous content, trippy animations, free downloads, public playlists and frequent giveaways.
In addition, we built 1-800-GET-MOGON, a gamified, dial-your-adventure hotline where people could call in and, by selecting from the available options, would be taken through different doorways of experience; to hear humorous stories about getting to high, listen to an epic song recording, submit a funny stoner tome and engage with the brand in new and ever-changing ways.
Business Operations
Beyond creating and launching a fun, cool cannabis brand, the brand’s founder needed support for all day-to-day activities of the company. As the fractional COO/CMO, I oversaw the cannabis manufacturing licensing process and collaborated with legal to ensure continued compliance along the entire supply chain. In addition I developed and implemented an omni-channel sales channel, growing sales 60% MOM from launch.