The first states to decriminalize cannabis and set up a regulated recreational market for adults were in the western half of the United States in places like Washington and Colorado. But as the levee breaks on the prohibition of cannabis, states on the other coast have started their own initiatives as well, including Massachusetts. Recreational cannabis is no longer the exclusive domain of California surfers, Portland hippies, and Colorado snowboarders; folks from the Northeast have much love for the kind herb, too.
To capture and communicate an authentic New England character, cannabis brand Insa looked to the talented folks at agency Moxie Sozo, who tapped into the spiritâwhat Angelenos would call vibeâof the everyday folks of the Bay State.
âThe brandâs East coast, blue-collar, âeverymanâ personality came out of conversations about where the brand came from and the role it plays in peopleâs lives,â said Paxton Wiers, Director of Strategy at Moxie Sozo. âFounders Pete [Gallagher] and Pat [Gottschlicht] grew up in Springfield, MA, and theyâve dedicated their lives to helping the community they love to have more good days, more often. The brand takes inspiration from them. Itâs welcoming and invites people into the brand, but not at the expense of the âedgeâ that helps to make so many brands interesting, powerful, and human. â
