The client: DaVinci Vaporizer

The story: When I spotted the news that CES banned cannabis startup Keep Labs from using the name “cannabis” on the showroom floor, I saw a relevant moment for DaVinci to lead the conversation — even though DaVinci wasn’t at CES. I immediately did some trendjacking and reached out to reporters offering the DaVinci CEO for comment, as a fellow tech company in cannabis. This resulted in coverage in Fortune and other top outlets:

The result:

Fortune: CES Cannabis Conundrum: Makers of Award-Winning Product Can’t Mention Its Purpose

Axios: Cannabis firms fuming over exclusion from CES

Digital Trends: CES has a strange relationship with cannabis tech, and it just got weirder

TechCrunch: CES takes half-baked stance on cannabis