Twd. and Plain Packaging (Canopy)
“No Name”, the brand known for its signature yellow-and-black-Helvetica packaging founded in 1978 by Loblaw (Canada’s largest grocery chain), made a huge splash this year with their utterly basic and tongue-in-cheek marketing. Simplicity and “anti-brands” are all the rage in 2020.
Canopy Growth Corporation, one of Canada’s first and largest producers of cannabis, has launched two value brands that are their equivalent of “No Name” in the cannabis industry.
The first is called “Twd.,” which offers “sativa”, “balanced” and “indica” versions of dried flower, milled flower, pre-rolls and ingestible oils and sprays. The brand’s slogan is extremely simple: “Good wd. No extras.”
Twd. is reportedly launching a one ounce (28 gram) product in April named “Twd. 28″ that will cost consumers approximately $4.00 per gram, undercutting almost every other value brand in the country.
Twd.’s stated mission is to draw consumers from the illicit market into legal channels. The Canopy team has identified that there is a large segment of cannabis purchasers looking for low-cost and bulk offerings, similar to the current buying habits of those purchasing from the legacy market. This same insight has inspired all of the value brands that we have analyzed thus far.
Plain Packaging is another value brand offered from Canopy. The brand’s slogan, which is featured prominently on their packaging, is “It’s what’s inside that counts.” As the name states, the packaging is completely plain white with no colour, no logo and no imagery. Plain Packaging wants consumers to focus on the product, not the fancy marketing or wrapping. Similar to Twd. – Plain Packaging offers products in “sativa”, “balanced” and “indica” in dried cannabis flower and ingestible oil formats.
Neither of these brands have dedicated websites or social media channels. These two brands from CGC mostly exist in-store and do not have much of a digital or online presence.