Amid an Industry Squall, Is Cannabis Having Its 'Bubba Gump Moment?'

Some 1,800 people and 100-plus brands gathered at MJ Unpacked to share insights in challenging times

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Mary Jones, the cannabis-spiked sibling of Jones Soda that debuted in June, will soon have its own publication, dropping at dispensaries across California next month.

The print project, cleverly named Mary Zine, profiles budtenders—also known as weed retail employees—who are skilled at photography, music and other creative pursuits. The pages also contain do-it-yourself activities and tips for readers.

It may not be a traditional marketing tactic for the category, but it’s one way the nascent brand is trying to reach existing consumers and potential buyers while capitalizing on the distinctive personality of its flagship drink.

“We’re trying to really remind people that this is the brand you know,” Bohb Blair, CMO of Jones Soda and chief brand officer of Mary Jones Cannabis, said at the recent MJ Unpacked conference.

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