Cannabis brands leverage media partnership for enhanced visibility

Two Colorado cannabis brands have created a limited-edition line of infused pre-rolls for a long-running independent media outlet.

The collaboration between Cultivator Meraki Brands. solventless concentrate extractor Mighty Melts, and Denver alt-weekly Westword offers a compelling blueprint for how cannabis companies can forge and leverage unexpected alliances to expand their market reach.

The companies will launch Westword joint packs at an Aug. 7 party at cannabis venue Tetra Lounge in Denver.

It’s a reversal of roles.

For years, Westword was one of the few media outlets willing to run marijuana advertisements.

Fast forward, and it was Westword news editor Thomas Mitchell who approached the companies about collaborating on infused pre-rolls branded for the news publication.

Increased brand awareness

“It’s a good way for us to do business with a local company and really showcase the product,” Meraki owner Jim Koller told MJBizDaily.

“We’re always looking to increase awareness of our brand, so that’s a big part of it.”

Collaborating with Westword gives Meraki and Mighty Melts several business advantages, including enhanced brand visibility, access to new customer segments and product diversification.

“Ever since we’ve been operating, Westword has always been a champion of the small cannabis operators,” said Steve Palopoli, Koller’s operating partner at Meraki.

Westword’s Mitchell said it’s the collaboration and event is another way for the publication to connect with its readers.

“Cannabis has played a critical part in the business side of Westword,” Mitchell said.

“It’s unfortunate to see the cannabis industry not doing as well as it was a few years ago, but it’s still a very important part of what we do – whether it’s editorial or ads.”

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