Cannabis cigarette box draws from vintage luxury

An affordable luxury product, new cannabis cigarettes from Toast use elegantly decorated boxes modeled after the cigarette cases of the 1920s to inspire socializing and celebrating.

Pw 197675 Toast

The legal cannabis market is exploding, with 30% growth in 2016 to $6.7 billion, and with it, the range of marijuana brands and products available—including buds, concentrates, oils, edibles, and beverages, to name a few. As with any consumer packaged goods product, as competition has grown, marijuana brands have begun using increasingly sophisticated marketing strategies to differentiate themselves on (the dispensary) shelf.

Toast is one such brand that has meticulously developed the product form, effects, and packaging to deliver one integrated brand experience. Explains Gabrielle Rein, Chief Creative Officer of the Aspen, CO-based marketing and packaging company, “Toast is the first cannabis company to provide consumers with an experience that is both social and responsible. …Toast is an affordable luxury, similar to the positioning of Patron in the alcohol industry. That is, a high-end product that is attainable by a wide variety of demographics, including first-time users, social users, and consumers looking for a trusted option to consume cannabis responsibly.”

Toast comes in the form of a 100% cannabis cigarette, or “Slice” in Toast parlance, meant to be enjoyed by a single person; it comes in a box of 10 for sharing. The cigarette has a low potency and is portioned to leave the consumer “feeling great yet in control—akin to having a glass of champagne,” says Rein. Like luxury champagne, Toast is meant to facilitate socialization, celebration, and positive experiences through responsible and controlled consumption.

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