In cannabis, most brands compete on potency or packaging.
Wims! won by going smaller. Its snap-and-squeeze packet is less than the size of a credit card that can turn any drink into an edible in seconds.
For CPG founders, Wims! is a case study in how design, messaging, and channel strategy can beat bigger budgets. Lauren Miller and her dad built the brand around portability and discretion. And in the process, showed how a tiny format can carry big lessons for scaling in a regulated market.
What we cover:
- A small design choice that defined the Wims! brand
- The one line that made their product click with consumers
- How retail pilots shaped their path in a regulated market
Design for moments, not just markets. Concerts. Dinner parties. Sports games. Instead of just another cannabis drink, Wims! works anywhere people already drink, giving both consumers and retailers an instant “aha” use case.
A small design choice shaped the whole product. Most THC drinks come in cans. Lauren wasn’t sure small would work, until she and her dad landed on a packet smaller than a credit card (the same format used for hand sanitizers and salad dressings). “I’m so grateful we did. Being able to slip it into a wallet or pocket really aids with portability.”
Unflavored became their bestseller. After months perfecting their Ginger Lime and Lemon Basil variant, Unflavored ended up as their bestseller. Customers love how it mixes with everything, from coffee to champagne.
Let regulations shape your retail strategy. Cannabis laws are a maze. Federally legal, but fractured state by state. Instead of chasing national retail, Wims! focuses on DTC and select in-store experiments. Learning in safe channels was better than pulling product off shelves later.
T H See how good it is
THC by the numbers
4MG THC : 4MG CBD: Dose per packet, perfect for a balanced buzz
6 months: Time to develop their 3 flavors (Ginger Lime, Lemon Basil, and Unflavored)
95%: share of sales currently DTC
Try this if you’re launching a cannabis brand
Design for discretion. Potency matters less than portability. If consumers can’t use it easily in real life, they won’t.
Keep flavors versatile. Signature SKUs are fun, but most consumers want versatility. Nail your core SKUs first before the complex ones.
Make education easy. If people don’t get it in three seconds, they won’t buy it. For Wims!, the message that made a difference was: “Turn any drink into an edible.”
Test retail carefully. Cannabis regulations change fast. Prove demand through DTC and small pilots before sinking money into shelves
The Wims! full playbook: Turning a tiny THC product into big business
