The brand, often referred to as “the Coco Chanel of cannabis,” also loops in well-known one-sheets from classic Hollywood films, giving them a satirical weed flavor. Examples include “There’s Something About Mary Jane,” “Waiting for Puffman,” “Breakfast at Spliffany’s” and “How to Lose a High in 10 Days.”
“This is part of our evolution where we’re feeling more confident in our own voice,” Heyman said. “And in this space, where we don’t have traditional avenues for advertising, we have to make everything our own.”
‘Unique merch’
Puffco made waves in 2022 when it debuted Cupsy, a stainless steel water pipe disguised as a portable coffee cup. And this spring, the brand is continuing to blaze a trail, so to speak, overlaying an AriZona Beverages partnership onto that unassuming product.
It’s the first time Puffco has linked with a non-cannabis brand, according to CEO and founder Roger Volodarsky, who said the arrangement could bring “more visibility for a plant we are so passionate about—we want to spread that message as far and as wide as we can.”
The limited-run glass product—only 420 have been produced—borrows the familiar cherry blossom design from AriZona’s green iced tea packaging and aims to fulfill part of the beverage brand’s mission to “bring customers a memorable experience, from ingredients to unique merch,” according to CMO Spencer Vultaggio.
The flowered version of Cupsy, selling for $60, unites two Brooklyn-born companies that are “deeply passionate about pushing the boundaries of design, flavor and accessibility,” Vultaggio said in a statement.
Green rush redux
April 20, known as the Black Friday of weed for its massive sales, is expected to beat 2022’s $154 million single-day haul. While legacy markets have struggled lately—price compression, oversupply and illicit sellers are major obstacles—newly legal recreational states such as New Jersey and Missouri are likely to help boost overall numbers, according to researcher BDSA.
Value brands could help drive the bottom line in an uncertain economy, as consumers are pinching pennies at the dispensary and elsewhere, but premium products also continue to perform well, according to BDSA analyst Brendan Mitchel-Chesebro.
Known as a promo-heavy holiday, 4/20 will still see “more dollar sales even with appreciable discounts” on flower, tinctures, edibles and other THC-laced products, Mitchel-Chesebro said.
“4/20 is a big opportunity to boost traffic and revenues” at retail, Mitchel-Chesebro said. “And this holiday is huge for consumer attention and engagement.”