This campaign clearly evokes feelings of excitement and opportunity, but does so while very much being about weed. A big part of this for us is our #NEEDWEED campaign which is covering the streets of NYC. Making the brand experience feel as if it is worth celebrating and reveling in will result in people doing that. This of course ties into our larger missions of shifting mass perception around cannabis, but what we really do that makes us stand out is that we actively elevate cannabis for our customers. How do you hope to bring cannabis into broader culture?Ībove all else, we clearly and effectively convey that cannabis and cannabis culture are something refined, that should be honored and celebrated, not hidden and shamed. What about the ethos of Rebelle makes it stand out from other cannabis brands? Talk about the #needweed campaign with Honeysuckle. So in essence, everything we do to expand our brand and further integrate it are a reflection of us wanting to be able to reach all types of people in all corners of the cannabis industry. Without a fully integrated approach that touches every segment of the industry, we simply wouldn’t be able to accomplish this larger mission. We’ve gone ahead and not only launched a cannabis brand, but are turning it into a real tool for amplification of that message.
So in order to make a large-scale impact on the industry and culture, we must operate on every level and understand the full scope of the industry.
Our objective is to bring cannabis into the worlds of beauty and luxury while we work to shed the stigmas it still carries. The short version is that all of us here have set out to make social justice and equitable practices the new norm and generally speaking to shift the perception of cannabis as a whole. I think to really understand why we took this approach you first need to understand the types of changes we want to see in the industry. What led you to take a totally integrated approach to a cannabis lifestyle brand, including goods, apparel, flower, etc?