In 2024, cannabis brands have been leveraging various marketing and cannabis PR partnerships to enhance their visibility, credibility, and market reach. Here are some notable trends and examples of strong marketing partnerships in the cannabis industry:
1. Influencer and Celebrity Collaborations
- Snoop Dogg and Snoop Dogg’s Leafs by Snoop: Snoop Dogg’s cannabis brand, Leafs by Snoop, has expanded its influence through collaborations with celebrities and influencers. In 2024, Snoop partnered with popular YouTube influencers like David Dobrik and Emma Chamberlain to promote limited-edition cannabis products and exclusive merchandise through social media campaigns and YouTube content.
- Martha Stewart and Canopy Growth: Martha Stewart’s partnership with Canopy Growth continues to flourish, with new product lines including gourmet CBD-infused snacks and wellness products. Stewart’s brand ambassador role includes appearances on her shows and social media, leveraging her lifestyle influence.
2. Lifestyle and Wellness Brands
- Charlotte’s Web and Wellness Influencers: Charlotte’s Web, a leading CBD brand, has teamed up with wellness influencers such as Kayla Itsines and Rachel Hollis. The partnership focuses on creating content around CBD’s benefits for fitness recovery and mental wellness, including Instagram Live sessions, blog posts, and collaborative wellness challenges.
- Caliva and Athletic Brands: Caliva, a prominent cannabis brand, partnered with athletic wear brand Lululemon to promote a line of CBD-infused muscle recovery products. The collaboration includes exclusive pop-up events in Lululemon stores and joint wellness workshops featuring yoga and fitness sessions.
3. Technology and Innovation
- PAX Labs and Tech Startups: PAX Labs has partnered with tech startup Sensorium to integrate advanced smart technology into their vaporizers. This partnership introduced the PAX 4, a vaporizer with app connectivity that tracks usage patterns and provides personalized recommendations.
- Eaze and E-commerce Platforms: Eaze, a cannabis delivery service, partnered with Shopify to enhance their online shopping experience. This collaboration improved the user interface for purchasing cannabis products, introduced innovative payment solutions, and streamlined delivery tracking.
4. Retail and Distribution Networks
- Curaleaf and CVS: Curaleaf has formed a strategic partnership with CVS Pharmacy to distribute CBD products through select CVS locations. This partnership includes exclusive product lines and in-store promotions, significantly increasing the brand’s visibility and accessibility.
- MedMen and Green Thumb Industries (GTI): MedMen, a prominent dispensary chain, collaborated with GTI to co-develop a new line of premium cannabis products. This partnership has led to exclusive product releases in MedMen stores and joint marketing campaigns.
5. Cultural and Entertainment Events
- High Times and Coachella: High Times has sponsored the Coachella music festival, creating branded lounges and VIP areas where attendees can sample cannabis products and participate in interactive experiences. The partnership also includes exclusive content coverage and social media promotions.
- Cannabis and Art Basel: Brands like Jane’s Brew have partnered with Art Basel to host cannabis-infused art exhibitions and events. This includes collaborations with prominent artists to create cannabis-themed art installations and exclusive product launches during the festival.
6. Educational Institutions and Research
- Aurora Cannabis and University of California: Aurora Cannabis has partnered with the University of California, Davis, to fund research on cannabis cultivation and its medical benefits. This collaboration includes joint studies and the publication of findings in academic journals, enhancing the brand’s credibility.
- Tilray and Harvard Medical School: Tilray has teamed up with Harvard Medical School for a research initiative focusing on the therapeutic potential of cannabinoids. The partnership includes clinical trials and educational seminars aimed at advancing medical cannabis knowledge.
7. Non-Profit and Advocacy Organizations
- Tilray and the Cannabis Community Care & Research Network (CCCRN): Tilray has partnered with CCCRN to support research and community programs focused on cannabis education and social equity. This includes funding for community outreach programs and educational workshops on responsible cannabis use.
- Verano and Last Prisoner Project: Verano has collaborated with the Last Prisoner Project to support efforts aimed at expunging cannabis convictions and advocating for criminal justice reform. The partnership involves fundraising events, awareness campaigns, and policy advocacy.
These specific partnerships highlight how cannabis brands are strategically aligning with influencers, technology innovators, retailers, cultural events, educational institutions, and advocacy groups to enhance their market presence and build meaningful connections with consumers.