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Published on
11 Jan 2022

How does one of California’s most formidable cannabis brands take its messaging global? Passionate and legendary leadership helps, but Cookies also deployed public relations and thought leadership to evangelize its brand throughout the U.S.—and the world. With tactical earned media acquisitions in publications ranging from cannabis trade magazines to some of the best-known finance and business outlets in the world, we helped Cookies tell the story of how it blew up from one Bay Area dispensary into the first billion dollar weed brand. This case study shares how we wove narratives of Cookies’ cutting edge strains, social equity commitment, innovative product drops and Berner’s business acumen into a global cannabis public relations strategy that shows no sign of slowing down.