From wine night to weed night
Mood Cannabis wants to rebrand weed as mom (or grandma's) perfectly legal secret
Despite marijuana’s ever-rising political and cultural popularity, the Last Prisoner Project estimates that 40,000+ people suffer in jail for use or possession. Weed brands like Sundae School, SF Roots, and Edie Parker find a meaningful balance between progress and lack of. E-commerce brands like Mood choose to go another way, stripping weed of its essence and impact in the process.
Mood at 10,000ft
Mood, a cannabis brand founded in 2022, sells a variety of THC and THC-adjacent products formulated to encourage specific moods. Think: a Rice Krispy treat to feel energized or a tincture to make you sleepy.
How is it legal to ship and sell? THC plants contain nearly 100 compounds called cannabinoids, but the only one that gets you high-high is Delta-9 THC. The 2018 Farm Bill legalizes the sale of the other 99 cannabinoids, so long as the product contains less than 0.3% of Delta-9.
Mood sources strains that are naturally lower in THC, supplementing products with other cannabinoids like CBD, Delta-8, and THCa. The real kicker is that THCa converts to Delta-9 THC when heated or ingested—a nice workaround, so long as the person imbibing knows that.
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In response to some vague marketing challenges last year, Mood has rebranded and campaigned like mad. I’ve seen approximately 823 versions of this video alone.
The spectrum
Take the edge off with 100% legal cannabis
A potent and well-rounded, fun high….hits in 5-15 minutes!
Onset gummies use nano-tech and feel like a stronger gummy.
No Med Card Required ✅ Ships Quickly And Discreetly ✅ High Quality American Grown ✅ Organic & Lab Tested ✅
Warning: May cause extreme chill vibes.
Toke the stress away on nights when your mind races and your to do list haunts your dreams. With Sleepytime gummies, it lights out.
Weekly Weed Nights are so much better than weekly Wine Nights with Mood Cannabis
Whether you just want a little buzz, or to get high as balls, Mood has what you're looking for
eddies 🍃 on a flight is elite
My review
The voice is inconsistent and the videos are corny. Both of these things can be fixed. The bet-hedging censorship practices, lack of love for the plant, and a disregard for those still negatively impacted by marijuana feel like bigger mountains to climb.
Mood wants the smoke but not the heat.
Calling Mood’s product it’s weed isn’t wrong, but it’s not the whole story. I’ve seen this lack of clarity led folks to believe Mood sells a deadly synthetic weed known as “K2” or “Spice.”
Instead of creatively walking people through their different strains of cannabis, Mood gives of a “getting away with something” vibe. Which, by the way, you might not. When asked "Will Law Enforcement Know This is Legal?" Mood responded, "There may be instances where law enforcement officials have difficulty distinguishing hemp-derived THC products from marijuana."
I don’t even think the W**D tactic works. I’ve seen Mood ads under no less than a dozen Meta profiles,1 meaning they’re likely struggling to keep their stuff up. Also annoyed are would-be customers and poorly targeted innocents.
Do you even smoke?
Founders David Charles and Jake Antifaev credit their success to years of illustrious business experience and tech know-how.
I’m not saying you have to get high on your own supply, but there’s a big difference between Mood and brands like HousePlant and Yew Yew. It’s hard to fake first-hand knowledge, which is probably why Mood has copy like this:
[We] reach beyond the boring old binaries and appreciate true nuance
You don’t have to be a total stoner like my husband (said husband’s response in the ad is “Guilty!”)
Weekly Weed Nights are so much better than weekly Wine Night
Whether you just want a little buzz, or to get high as balls
Social media > Social impact
Egyptian, Indian, and Chinese cultures have revered cannabis for millennia, deeming it an otherworldly herb to be respected if not feared. In the 15th and 16th centuries, the Spanish, French, and English armies saw controlling marijuana use as a way to control the people using it. Policing weed continued for centuries, eventually making its way to the United States.
Over the next 60+ years, government officials stoked panic around “the Mexican Marijuana Menace,” giving them the space to produce harmful legislation against people using it—largely, Black, Brown, and underprivileged folks.2 This resulted in mass incarcerations that continue to immeasurably and negatively impact families generations later.
Yes. Mood’s site does claim to contribute to campaigns of “politicians who advocate for cannabis, contributing to the broader movement toward recognition and acceptance,” but only after they talk about rescuing dogs.
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I believe any version of safe cannabis should be accessible, just with its culture still intact.
It takes a lot of effort to shoot, edit, and place this many ads. I just they made them with more taste and restraint—their ads pop into my feed faster than I can write about them.
Mood, baby. Baby Mood. If you’d like to spend this endless budget on a creative with a little more first-hand experience, lemme know.
M00d USA, We Are Mood, Green Sales, All Mood’s, Good Vibes, and Green Loops to Name a few
Yes white and rich people smoked too, but that’s not what dear old Nancy was concerned with.