Two marijuana brands based in Colorado have come together to launch a limited-edition series of infused pre-rolls in partnership with a long-standing independent media house. The collaboration involves Meraki Brands (a cannabis cultivator), the solventless concentrate producer Mighty Melts, and Denver’s alternative weekly newspaper, Westword.
The companies are set to unveil the Westword-branded pre-roll bundles during a launch event on August 7th at Denver’s Tetra Lounge, a cannabisfriendly venue.
Westword has long been one of the few media platforms comfortable running cannabis ads. It was Thomas Mitchell, Westword’s news editor, who reached out to Meraki and Mighty Melts with the idea of releasing cobranded infused prerolls.
Jim Koller, owner of Meraki, commented that working with a respected Denver media outlet offers a strong way to highlight their cannabis products while building local connections. He added that expanding awareness of their brand is a core goal.
Partnering with Westword brings several perks for Meraki and Mighty Melts. Among these are greater exposure, entry into new segments of customers, and diversification of the products on offer.
Mitchell also sees the collaboration and the accompanying event as a way to deepen Westword’s ties with its readers and the cannabis community. He noted that although the marijuana sector is not quite as strong as it had been a few years ago, it continues to be essential to Westword’s editorial work as well as its advertising revenue.
On top of its news coverage, Westword produces a weekly events guide focused on cannabis happenings and publishes its longrunning Ask a Stoner column. That feature offers answers to reader inquiries related to cannabis.
Many marijuana brands pursue such partnerships with mainstream companies to crosspromote products—Binske, a luxury cannabis label, paired up with L’equip, a Los Angeles fashion brand, to launch a highend apparel line under the Le Binske name.
However, mainstream collaborations can face hurdles. Mitchell shared that right after announcing the collaboration with Meraki, Westword’s Instagram profile was deactivated. He added that following its annual Best of Denver awards, some recognized marijuana businesses experience account shutdowns.
The Westwordbranded infused prerolls blend Meraki’s premium flower with Mighty Melts’ bubble hash. The first release includes three carefully selected strains:
- Golden Goat crossed with Fizz for a lively, uplifting effect
- Grease Bucket combined with Black Maple for a strong, impactful experience
- Grape Mountain paired with itself to offer a soothing, relaxing sensation
The joint packs will roll out to approximately ten dispensaries soon after the Tetra Lounge launch event.
The cannabis industry has to navigate a variety of challenges that don’t exist for other industries, such as restrictions on advertising. Various brands, such as Cronos Group Inc. (NASDAQ: CRON) (TSX: CRON), will agree that to succeed in this industry, companies have to be very creative in dealing with the different challenges they face.
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