Positioning: Changing the conversation about cannabis

The clients: Eaze; Coda Signature; Green Dragon; Ripple; Schwazze; Canna Provisions; DaVinci

The challenge: Even as it grows in importance, the cannabis industry still carries a stigma and it’s sidelined in mainstream media. In my time working with a variety of cannabis clients in the consumer and tech space, I’ve had a unique opportunity to legitimize cannabis and shine a light on the passionate innovators shaping a brave, new industry from the ground up.

The solution: I helped reposition cannabis in national consumer conversations by identifying current trends and tying in my cannabis clients — like introducing consumers to the wellness benefits of CBD, sharing how dispensaries were elevating the retail experience, and questioning why cannabis tech innovation was excluded from the show floor at CES.

Then at the height of the COVID-19 pandemic, the trend became even more clear: People were buying cannabis. I positioned my clients as expert sources on product innovation and consumer trends in the midst of an uncertain time and told the story of how they adapted.

The results: Coverage in top-tier, mainstream outlets educating consumers and business decision-makers on why cannabis is an industry that can’t be ignored.

The New York Times (print and online): You Know What Else Has Sold Well During the Pandemic? Weed Edibles

Adweek: Cannabis Users Now Say Mental Health, Reduced Stress Are Bigger Drivers Than Having Fun

Fortune: CES Cannabis Conundrum: Makers of Award-Winning Product Can’t Mention Its Purpose (similar coverage in Axios, Digital Trends and TechCrunch)

Mashable: What you need to know to have a great edible experience on 420

PopSugar Fitness: I Vaped CBD Every Night For 1 Week — Here’s How It Affected My Sleep and A.M. Workouts


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