Zenplanto

LAUNCH OF THE ZENPLANTO BRAND

From software to cannabis, this is how our long-term cooperation with our client eMan has expanded. In the rapidly evolving landscape of the cannabis segment, the launch of the new Zenplanto brand of CBD products presented both challenges and opportunities. In addition, the opening of a high-tech medical cannabis cultivation facility with high THC content was part of the communication. Recognizing the need for a strategic and comprehensive approach to launching their products, the client engaged the services of our PR agency.

CAMPAIGN GOALS:

• to spread awareness about the benefits of medical cannabis, as well as cannabidiol, from which CBD products are made
• launch of the Zenplanto and Zenplanto Farms brands on the Czech market

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CAMPAIGN DURATION: AUGUST 2023 – NOW

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SCOPE OF COOPERATION: PUBLIC RELATIONS, MEDIA RELATIONS, EVENT MANAGEMENT (PRESS TRIP), COOPERATION WITH ADVOCACY GROUPS

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The collaboration between our PR agency and the client not only enabled the successful launch of CBD products, but also helps to influence the perception of the use of medicinal cannabis, which the client grows under the Zenplanto Farms banner. A strategic approach focused on education, collaboration and strategic messaging helped our client navigate the complexities of the cannabis industry and ultimately set the stage for the successful introduction of a new and innovative cannabis segment to the market.

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Situation analysis

Zenplanto was founded in 2022. We focus on the healthcare sector, specifically the production of cannabis-related goods and services. The co-founder and majority owner of the project is eMan Innovations, a venture capital fund that focuses on domestic and international technology projects with global potential, backed by the technology company eMan.

During the period of the launch of Zenplanto and Zenplanto Farms, there were lively discussions in the Czech Republic about the legalisation and regulation of products containing substances such as CBD and HHC. This debate created a challenging environment for communication as it was necessary to navigate between regulatory frameworks and public opinion. It was important to develop a communication strategy that not only informed the public about Zenplanto products, but also responded to current debates and contributed to an informed and responsible dialogue about the use of cannabis in the Czech Republic.

Challenges

One of the main challenges was to navigate the complex web of legal requirements for marketing and promotion of cannabis products. In our communication, we also faced the challenge of overcoming the persistent stigmas associated with cannabis consumption. Effective communication was key to presenting Zenplanto CBD products and Zenplanto Farms medical cannabis as a sophisticated and responsible choice. Educating consumers about the benefits and differences in hemp products was essential to dispel myths and misconceptions about cannabis consumption.

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STRATEGIES

We conducted market research to understand our target audience, identify key stakeholders and assess our regulatory environment. Creating a story that emphasized quality, safety and product uniqueness was key. Highlighting the health benefits and positioning the product as a lifestyle choice were key components of the communications strategy.

Forming alliances with cannabis professionals allowed the client to leverage existing networks and gain support from communities that are passionate about responsible cannabis use.

In communicating Zenplanto Farms’ medical cannabis cultivation, we invited select editors from top media outlets into the cultivation environment. We showed them the hi-tech equipment and answered their questions about the current market situation. This is what proved to be most effective in our communication.

RESULTS OF COOPERATION

Reach: approx. 5 200 000 people in a few months

Media: television reports, print and online economic titles, including MF Dnes, Deník, Právo, Novinky.cz and CT

Impact: successful launch of CBD products on the market, change in perception of medical cannabis use

= key to client success in the cannabis industry

… Zenplanto Farms in the minds of journalists and the public as a producer of medicinal cannabis

… more than 30 media mentions

… a hit of 2.1 million

… 23.22 GRP

… Strengthening the credibility of Zenplanto’s CBD products

The collaboration between our PR agency and the client has not only enabled the successful launch of CBD products, but also helps to influence the perception of the use of medicinal cannabis grown by the client under the Zenplanto Farms banner. A strategic approach focused on education, collaboration and strategic messaging helped our client navigate the complexities of the cannabis industry and ultimately set the stage for the successful introduction of a new and innovative cannabis segment to the market.