ST. LOUIS – Only two years after Missouri’s first licensed marijuana sale, a Missouri cannabis brand and the local team that created it have been recognized by the industry’s most prestigious awards for cannabis marketing and communications.
The Clio Cannabis Awards took place Thursday, September 29, 2022 at the MGM Grand in Las Vegas, Nevada. Missouri’s Own Edibles, the brainchild of Creative Director Anthony Simmons of Ad Vice Squad and CMO Tony Billmeyer of Show-Me Organics, took home two awards including the highest honor, a Grand Clio. Missouri’s Own Edibles picked up the Bronze Clio for Public Relations and the Grand Clio for Partnerships & Collaborations.
Both Missouri natives, Simmons and Billmeyer saw opportunity where so many others saw obstacles. “There are a few challenges with cannabis marketing” said Simmons. He explained that the federal classification of cannabis means that the entire production process has to take place within state borders. And because cannabis is a medical product in Missouri, its marketing is regulated differently than in recreational states, like Illinois.
“We just flipped the thinking from ‘have to do it this way’ to ‘wouldn’t have it any other way.’” said Simmons, “and just embraced the homegrown greatness of Missouri.” Missouri’s Own celebrates native grown and cultivated flavors, culinary traditions and local favorites, and the people and places that make Missouri great. The team found no shortage of inspiration in the Show-Me State.
The first product to launch was the world’s first and only paw paw fruit flavored cannabis gummies. “It’s our state fruit tree, but most haven’t even heard of it. That’s an opportunity to engage, tell a story, create an experience.” The response was instant and incredible, with Missouri’s Own Edibles gaining distribution in almost every dispensary in the state.
Next up, was a partnership with Old Vienna, makers of St. Louis’ favorite snack chips, Red Hot Riplets. Missouri’s Own Twice Baked Red Hot Riplets generated big buzz and high sales. Branching out into other areas of the state, Billmeyer connected with Springfield’s Coffee Ethic to brew up THC infused coffee pods. Simmons describes it as “Wake and bake meets morning coffee.” adding, “These local partnerships not only create awareness, they also help to normalize and destigmatize medical cannabis and cannabis as a whole.” Buthe was quick to give credit to Billmeyer for making it all happen, “From concept to shelf, Tony did an amazing job putting it all together. All of the products, partnerships, moving parts. Really impressive.”
As the Missouri’s Own brand continues to grow, so do the flavors, partnerships, stories – and now, the accolades. Just this month, Missouri’s Own debuted THC infused Red Hot Riplets brownies. So, how are they going to follow this success? They’re not saying, but their knowing glances and sly smiles seem to indicate they have more greatness in store for 2023.
ADDITIONAL
- Missouri’s first licensed medical cannabis sale took place on October 17, 2020.
- Making the wins even more impressive, Missouri’s Own had to compete against recreational products as well.
- Anthony Simmons and Tony Billmeyer met while working at an ad agency while working on the Miller Lite account. Their experiences marketing in that regulated industry prepared them for some of the challenges faced while marketing cannabis.
- Tony Billmeyer not only co-created the brand, but coordinated the entire team and effort, establishing key partnerships, securing almost 100% dispensary distribution, and really embodying the Show-Me spirit of the Show-Me State.
- Missouri’s Own supports local artists, engaging them to contribute to the look, feel, energy, and authenticity of the brand.
- Simmons developed the engaging “The MO You Know” flavor facts found on pack.
- Simmons also created the #eatMOedibles brand hashtag.
- At launch, even St. Louis Mayor Tishuara Jones took to Twitter to comment about Missouri’s Own Twice Baked Red Hot Riplets.
- The brand has roots and partners throughout the state including Kansas City, Springfield, and St. Louis, among others.
AWARD LINKS
Grand Clio
https://www.cliocannabisawards.com/winners/missouri-s-own-edibles-missouri-s-own-brand-partnership-by-vivid-48-85.html
Bronze Clio