HOW 3 MARIJUANA HEAVYWEIGHTS ARE TRYING TO TAKE OVER THE AMERICAN MARKET.
As the legal marijuana business starts to professionalize, players are emerging who say they want to create multinational franchises and empires, in effect, building the Starbucks or McDonald’s of ganja.
Billy Levy and his partners have other plans.
“We’d rather be like the P&G,” said Levy, managing partner of Green House Brands North America, a cannabis heavyweight that recently launched a global joint venture based in Canada with two other powerhouse pot companies, Canopy Growth and Organa Brands. “We want to set up a home for different brands, nurture them, help them grow and maximize their value.”
Because the future of weed is brands, he said.
That conviction is at the heart of Slang Worldwide, a new partnership between Green House and Organa announced exclusively to Adweek that will try to lead the U.S. market by investing in, acquiring and developing American cannabis brands.
The Slang team will be scouting for popular local and regional brands, for instance, and adding them to the already existing portfolio.
Green House and Organa own Bakked, O.penVAPE, Strain Hunters and Magic Buzz, among others, with distribution in 1,200-plus marijuana dispensaries in 11 states.
This story is from the December 4, 2017 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the December 4, 2017 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
