In a recent episode of the acclaimed podcast Branding Like a Boss, industry veteran Sveta Doucet, Chief Marketing Officer of Nineteen Oh Six, shared insights into her transition into the cannabis industry and her vision for accessible, purpose-driven branding within this rapidly evolving market.
Doucet, whose illustrious career spans luxury brands such as Tiffany, LVMH, Chanel, Grey Goose, and Diageo, emphasized her strategic approach to positioning Nineteen Oh Six as a democratizing force in cannabis. The brand’s name references 1906, the year the Wiley Act was enacted, marking the start of prohibition. The choice underscores the company’s mission to challenge historical stigmas and promote the normalization of cannabis use.
“Accessibility and transparency are at the core of our brand,” Doucet explained. “We aim to demystify cannabis, align it with human need states, and provide consumers with products that are functional, predictable, and empowering.”
Throughout the conversation, Doucet highlighted her non-linear journey—from her early career in Washington, D.C., in politics and systems analysis to her foray into lifestyle branding—as foundational to her understanding of consumer behavior and cultural sensitivities. Her diverse background informs her current focus on reframing cannabis as a lifestyle tool, akin to beauty or spirits.
Doucet detailed how Nineteen Oh Six employs intentional brand design and messaging to foster trust and clarity. By aligning product offerings with specific wellness needs—such as sleep aid, anxiety reduction, or focus—the brand seeks to serve a broad demographic, from parents and caregivers to creatives. She emphasized that their strategy targets “need-based” consumers rather than demographically defined groups, aiming to expand the total addressable market.
In retail environments, Doucet praised the importance of budtender education and innovative merchandising. She advocates for visual cues that simplify the shopping experience, reducing intimidation for newcomers, and fostering an accessible atmosphere. Her team’s approach includes creating retail partnerships that prioritize quality and support in-store storytelling, transcending mere product placement.
On the digital frontier, Nineteen Oh Six leverages e-commerce to complement dispensary sales, emphasizing a consistent brand experience across channels. “Our products are designed to be channel-agnostic—same format, same potency—so consumers can seamlessly transition between in-store and online purchases,” Doucet stated. She highlighted recent innovations, such as a discreet, flavorless, fast-acting delivery system via a portable snap formulation, which allows consumers to incorporate cannabis into various social settings effortlessly.
Innovation remains central to Nineteen Oh Six’s strategy. Doucet shared plans for upcoming products, including a groundbreaking fast-acting pain relief formulation and a novel drink additive that allows consumers to discreetly infuse any beverage. These developments are driven by a focus on utility, control, and social acceptability.
Reflecting on the future of the industry, Doucet expressed optimism about the ongoing shift toward normalization and the potential rescheduling of cannabis at the federal level. She underscored the importance of responsible branding and consumer education in shaping perceptions and expanding access.
In closing, Angela Pih posed a playful question about superpowers, prompting Doucet to envision herself as a “microdoser”—a superhero equipped with tiny miracles to help individuals navigate daily stressors with precise, controlled cannabis experiences. This imaginative persona encapsulates her philosophy: delivering just enough to enhance well-being without excess.
As the cannabis industry continues to grow, leaders like Doucet exemplify strategic innovation and thoughtful branding, aiming to transform perceptions and broaden the market for responsible, accessible cannabis use.
