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Two leaders in their industries—multi-state cannabis player Curaleaf and media powerhouse Scary Mommy—have created a cobranded content hub and a celebrity-led live event aimed at normalizing weed use for parents, especially moms.
The just-launched program, called “Cannabis Like a Mother,” marks the first major marketing partnership between a parent-centric media franchise and a weed brand, targeting those who have been “in the cannabis closet for too long,” said Kate Lynch, Curaleaf’s senior vp of marketing.