1906: THOUGHTFULLY ENGINEERED CANNABIS PILLS.
AS MORE AND MORE STATES BEGIN TO LEGALIZE MARIJUANA, AMERICANS ARE LOOKING TO THE DRUG FOR ITS MENTAL HEALTH AND WELLNESS PROPERTIES. IN RESPONSE, 1906 IS TACKLING THE STIGMA AROUND USAGE BY OFFERING CUSTOMERS A RANGE OF FUNCTIONAL EDIBLES DESIGNED TO BOOST WELLBEING AND BRAIN POWER.
[originally commissioned by CANVAS8].
HIGHLIGHTS + DATA
- 58% of US consumers are ‘very interested’ in personalized supplements – rising to 71% among Gen Zers (VESTA, 2022)
- 51% of marijuana users in the US have increased their consumption since the start of the pandemic (WEEDMAPS, 2021)
- In a 2021 survey of Eaze customers, stress (21.9%) and mental health management (21.5%) were signaled as the primary motivations for marijuana use (EAZE, 2021)
- 1906 produces a range of low-dose, fast-acting marijuana edibles designed to boost wellbeing and enhance brain function
- Edibles – such as gummies or pills – that resemble sweets or vitamins are helping to relieve some of the stigma around cannabis use
- Edibles that can be personalized in terms of strength, form, or function are enabling cannabis product providers to tap into the growing demand for personalized supplements
EXPERT — VERENA VON PFETTENVerena von Pfetten is the co-founder of Gossamer, a lifestyle publication for the modern cannabis consumer. She has over a decade’s worth of experience in editorial direction, brand consulting, and content strategy, and has worked with clients such as Instagram, Conde Nast, ASOS, Coveteur, Glossier, Spring, and Man Repeller. She contributes regularly to The New York Times, Condé Nast Traveler, InStyle, and New York Magazine, is a contributing editor at Fast Company, and was recently named one of Bustle’s inaugural Rule Breakers for her work in the cannabis space.
SCOPEDuring the 2022 US midterms, five states placed measures on their ballots for voters to consider the legalization of recreational marijuana. [CNBC (November 2022)] While voters in Arkansas, North Dakota, and South Dakota rejected the proposals, Maryland and Missouri joined 19 other states in instituting the lawful purchase and possession of the drug. The presence of the issue on these ballots points to its widespread and growing acceptance in US society – by 2030, it’s predicted that there will be 71 million users of the psychoactive drug. [New Frontier Data (March 2022)] In a survey from Eaze – a medical cannabis company – its US customers cited stress (21.9%) and mental health management (21.5%) as the primary motivations for cannabis use, figures that may explain why 51% of those who consume the drug have increased their consumption since the start of the pandemic. [Ease Insights (November 2021)][Weedmaps (November 2021)] It’s safe to say the industry is booming state-side, making way for innovative brands to enter the market. 1906 – named after the last year in which cannabis was widely accepted as a beneficial medicine – produces low-dose, fast-acting edibles designed to enhance both body and brain. Consumers can choose from six formulations depending on their individual needs and time of day, including Go, which provides an energy boost; Bliss, for a dose of happiness; Chill, for relaxation; Love, to boost arousal; and Midnight, as a sleep-inducing medicine. The final formulation, Genius, is the first cannabis edible developed specifically to enhance brain power, using a single strain of sativa known to aid mental sharpness. “People are more anxious than ever: they are not sleeping well and are worrying about major issues in our country, as well as personal health and finances,” says Peter Barsoom, the brand’s co-founder and CEO. “The predominant way that Americans take medicine is in pill form. It was always odd to me that cannabis, which can effectively address [mental health and wellbeing] wasn’t available in pills.” [Forbes (June 2020)] With cannabis consumption on the rise in the US, brands like 1906 are proposing a functional alternative to smoking the drug. But will the consumption of such edibles prove popular as a mental health supplement going forward?