Choom Crystallizes Commitment to Recreational Branding with New Hire
March 1st, 2018
Exclusive, News, Top Story
As the cannabis industry matures and grows, the differentiation of products and brands in the marketplace becomes critical. With the pending legalization of adult-use recreational marijuana in Canada, the marketing of positive and relatable brands will likely define who is successful and who falls by the wayside as the focus moves from medicinal to recreational products.
Choom Holdings Inc, (CSE: CHOO) (OTCQB: CHOOF) is a Canadian company that is committed wholeheartedly to the recreational marijuana market. While many established companies are having to switch gears (and make major acquisitions and investments) to adapt from the medical to the adult-use market, Choom™ was founded purely as a recreational brand. The company’s recent appointment of a new SVP of Marketing further demonstrates that commitment.
Importance of Retail Lifestyle Marketing
Choom announced the appointment of Chris Gagan as Senior Vice President of Marketing. Mr. Gagan brings an impressive background in retail marketing to the team, and will help to guide the company’s strategy in creating and growing a leading recreational brand.
Mr. Gagan was most recently with Canadian Tire (TSE: CTC.A), a nationwide retailer of automotive supplies, sporting goods, and housewares. He led the creation and execution of several in-house apparel brands, leading efforts from product design to marketing to sales execution. His products garnered $60 million in yearly sales. Prior to that, he was instrumental in the development and sales of a wide range of consumer products for Sugoi Performance Apparel, a division of Dorel Sports (TSE: DII.B) and Fox Racing Inc, a privately held globally recognized action sports brand.
Mr. Gagan’s experience in creating, implementing and selling brands that promote and represent a lifestyle should prove invaluable to Choom. Lifestyle brands are positioned to embody the interests and attitudes of a culture or a group, with the product contributing to the consumer’s chosen lifestyle. That type of identification will likely be very important to marijuana consumers, and Choom is positioned with both its concept and its team to effectively broadcast a healthy and relaxed lifestyle to those consumers.
The Choom™ Concept
The Choom™ brand was inspired by the Choom Gang, Hawaiian locals in the 1970’s who were committed to the relaxed spirit of good times and who loved to smoke choom, the slang term for marijuana. President Obama has even referred to his experiences as part of the Choom Gang. Choom Holdings is focused on bringing those positive and relaxed vibes to the Canadian recreational consumer through a combination of high-grade handcrafted cannabis and stylish, professional retail stores that are inviting to the curious cannabis consumer who might not feel so comfortable going into a more traditional head shop.
Recent deals in the cannabis industry have highlighted the need to shift marketing concepts from medical to recreational, and the deals are not small. Alcohol conglomerate Constellation Brands invested about $245 million in Canopy Growth with the idea to develop and market cannabis-based beverages. Aphria bought Broken Coast Cannabis for $230 million for its recreational potential, and also committed $12.5 million to the newly-formed Hiku Brands which is focused on recreational branding and distribution.
Choom Holdings owns one late-stage Licensed Producer applicant in the interior of British Columbia, and is nearing the acquisition of another late-stage applicant on Vancouver Island. Completion of the licensing process will be a great move forward for the company. But just as important will be the execution of the lifestyle branding strategy. Plenty of companies are producing marijuana, but as the recent industry deals demonstrate, many of them don’t have the capacity or experience to market their products to a broader audience in search of a good time. It appears that the pieces are in place for Choom™ to do just that.
The above article is sponsored content. Emerging Growth LLC, which owns CannabisFN.com and CFN Media, has been hired to create awareness. Please see our disclaimer below and follow the link to view our full disclosure outlining compensation: https://www.cannabisfn.com/legal-disclaimer/
Follow Us on Social Media
About CFN Media
CFN Media (CannabisFN) is the leading creative agency and media network dedicated to legal cannabis. We help marijuana businesses attract investors, customers (B2B, B2C), capital, and media visibility. Private and public marijuana companies and brands in the US and Canada rely on CFN Media to grow and succeed.
CFN launched in June of 2013 to initially serve the growing universe of publicly traded marijuana companies across North America. Today, CFN Media is also the digital media choice for the emerging brands in the space.
Disclaimer: Matters discussed on this website contain forward-looking statements that are subject to certain risks and uncertainties that could cause actual results to differ materially from any future results, performance or achievements expressed or implied by such statements. Emerging Growth LLC dba TDM Financial, which owns CannabisFN, is not registered with any financial or securities regulatory authority and does not provide nor claims to provide investment advice or recommendations to readers of this release. Emerging Growth LLC dba TDM Financial, which owns CannabisFN, may from time-to-time have a position in the securities mentioned herein and will increase or decrease such positions without notice. The Information contains forward-looking statements, i.e. statements or discussions that constitute predictions, expectations, beliefs, plans, estimates, or projections as indicated by such words as "expects", "will", "anticipates", and "estimates"; therefore, you should proceed with extreme caution in relying upon such statements and conduct a full investigation of the Information and the Profiled Issuer as well as any such forward-looking statements. Any forward looking statements we make in the Information are limited to the time period in which they are made, and we do not undertake to update forward looking statements that may change at any time; The Information is presented only as a brief "snapshot" of the Profiled Issuer and should only be used, at most, and if at all, as a starting point for you to conduct a thorough investigation of the Profiled Issuer and its securities and to consult your financial, legal or other adviser(s) and avail yourself of the filings and information that may be accessed at www.sec.gov, www.pinksheets.com, www.otcmarkets.com or other electronic sources, including: (a) reviewing SEC periodic reports (Forms 10-Q and 10-K), reports of material events (Form 8-K), insider reports (Forms 3, 4, 5 and Schedule 13D); (b) reviewing Information and Disclosure Statements and unaudited financial reports filed with the Pink Sheets or www.otcmarkets.com; (c) obtaining and reviewing publicly available information contained in commonlyknown search engines such as Google; and (d) consulting investment guides at www.sec.gov and www.finra.com. You should always be cognizant that the Profiled Issuers may not be current in their reporting obligations with the SEC and OTCMarkets and/or have negative signs at www.otcmarkets.com (See section below titled "Risks Related to the Profiled Issuers, which provides additional information pertaining thereto). For making specific investment decisions, readers should seek their own advice and that of their own professional advisers. Emerging Growth LLC dba TDM Financial, which owns CannabisFN, may be compensated for its Services in the form of cash-based and/or equity-based compensation in the companies it writes about, or a combination of the two. For full disclosure, please visit: https://www.cannabisfn.com/legal-disclaimer/. A short time after we acquire the securities of the foregoing company, we may publish the (favorable) information about the issuer referenced above advising others, including you, to purchase; and while doing so, we may sell the securities we acquired. In addition, a third-party shareholder compensating us may sell his or her shares of the issuer while we are publishing favorable information about the issuer. Except for the historical information presented herein, matters discussed in this article contain forward-looking statements that are subject to certain risks and uncertainties that could cause actual results to differ materially from any future results, performance or achievements expressed or implied by such statements. Emerging Growth LLC dba TDM Financial, which owns CannabisFN, is not registered with any financial or securities regulatory authority, and does not provide nor claims to provide investment advice or recommendations to readers of this release. Emerging Growth LLC dba TDM Financial, which owns CannabisFN, may from time to time have a position in the securities mentioned herein and will increase or decrease such positions without notice. For making specific investment decisions, readers should seek their own advice and that of their own professional advisers. Emerging Growth LLC dba TDM Financial, which owns CannabisFN, may be compensated for its Services in the form of cash-based and/or equity- based compensation in the companies it writes about, or a combination of the two. For full disclosure please visit: https://www.cannabisfn.com/legal-disclaimer/.