CALYX CONCENTRATE 2.0
Authenticity and evidence win customers when trust is at a premium. To help Calyx Containers relaunch their new and improved Concentrate Containers, I directed a content strategy supported by high-tech creative.
SCOPE:
CONTENT STRATEGY
CREATIVE DIRECTION
PHOTOGRAPHY & VIDEOGRAPHY
2023
Goals:
Build back trust in Concentrate offerings
Position Calyx Concentrates as the superior packaging option in terms of product preservation, operational efficiency, and end consumer experience
Differentiate from competitors by demonstrating thought leadership in cannabis preservation science
Impact:
Social Engagement: 2x increase in Likes and 5x increase in Comments in first month of launch
Web: 80% increase in Concentrate webpage traffic in campaign’s first month
Blog: 5.2x higher Pageviews and 25% longer session time on campaign-related blog articles
Concentrate 2.0
STRATEGY + DIRECTION
Calyx kicked off campaign strategy with a nuanced analysis of audience–some customers had experienced quality issues with Calyx Concentrates, and some hadn’t. Many cannabis industry players weren't aware of quality concerns at all.
I approached this multifaceted audience with messaging about continuous improvement, as opposed to stark differences between their much-loved V1 and even-better V2. With trust issues in mind, Calyx needed hard data and evidence to show, not tell, the world about Concentrate 2.0.
Calyx's Ideal Customer competes on quality, not price, and takes pride in offering their consumers a premium experience. I took every opportunity to reflect these shared values to Calyx's audience.
CREATIVITY MAKES THE TECHNICAL ACCESSIBLE
I was challenged to communicate a broad range of product improvements, from raw materials sourcing to a new manufacturing approach and state-of-the-art quality assurance technology. I thoughtfully crafted a direction that would make product improvements compelling and relevant to Calyx's audience.
High-tech creative direction highlighted the critical invisible: those imperceptible variations in packaging's critical dimensions that drive quality and performance.
PHASE I: THE BEST CONCENTRATE CONTAINERS JUST GOT BETTER
This initial launch phase introduced the audience to Calyx's wide range of product improvements. The average cannabis insider may not know or care about glass manufacturing, and visuals alone don't hold attention. I directed content production with relevance in mind, always demonstrating how Calyx's continuous improvement impacts customers' bottom line.
When short form worked best, I routed the audience to in-depth blog articles backing up Calyx's claims.
I directed photography that shows Calyx's high-end technologies and rigorous quality assurance processes through a human lens. Shooting the technology in a usage context pulls back the curtain to reveal exactly how the Calyx team meets customers' high standards.
PHASE II: PUTTING CLAIMS TO THE TEST
The cannabis industry is afloat with unsubstantiated claims from packaging providers, partially due to the lack of industry standards for packaging performance. I shone a spotlight on Calyx’s sophisticated testing ecosystem, differentiating the brand by supporting claims with data.
Due to thoughtful messaging, creative, and cross-channel promotion, "Put Calyx Concentrates to the Test" earned 5x more Pageviews than Calyx's average blog content and saw 50% longer Time on Page.
COLLATERAL DESIGN
 Put Calyx to the Test Collateral |  CLYX23_Concentrate Data Pager-82.png |  CLYX23_Concentrate Data Pager-83.png |
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Calyx's Sales team leveraged this compelling data in shorter form collateral to engage existing customers who wanted to see the difference in Concentrate 2.0 for themselves.
PHASE III: HERE TO STAY
Authenticity and social proof balanced out evidence-based deep dives into the Calyx ecosystem. Showing skeptics that respected cannabis brands were having a positive 2.0 experience built trust from another angle.
"Thank you for your continued push in the industry for the best products. Teamwork dreamwork"
- North Best Connect
TEAM
Marketing Director: Anneliese Brosch
Photography & Videography: Evok Media
Collateral, Email, and Label Design: Calyx Creative
Social Design: Liminal East
©2023 Nicole Erickson