When Snoop Dogg decided to launch his own line of cannabis products, he brought Grit in to help build the brand from the ground up. Leafs by Snoop was billed as the first mainstream cannabis brand in the world, which meant there was no playbook to follow.
We partnered with Snoop’s team on packaging development and design direction, then created everything the brand needed to compete on shelves and win over budtenders: photo shoots, point-of-sale, sales tools, and a full campaign across digital, print, and radio. Our PR and social teams shaped how the story would be told before a single product was sold.
Then came the launch. The night before Leafs by Snoop hit Colorado dispensaries, we took over a private home in suburban Denver, bused in national press, and let Snoop take over the decks. It got loud. It got smoky. By morning, Rolling Stone, TIME, Mashable, Maxim, The Atlantic, and many more were telling the story.
