Recognizing previous celebrity brands struggling in cannabis
I built trust with Mike, his wife, Kiki, and Azim. That’s the team. I showed them how it could be successful. […]As we’ve seen in many celebrity brands in this space, they don’t do well, and I think […] we’ve proven the model, which the model is […] you’ve got to have a national scale. […]The biggest problem in this space is […] cultivation [of the] product, right? You can’t scale in this industry unless you have a national scale. So, they saw the roadmap. We went with Jesse, and then we signed a partnership with Jesse, and that was our first in Columbia Care, our first partnership in the space to launch the company.
‘Holy Ear’ Viral Marketing with Mike Tyson and Evander Holyfield
We knew when Evander was involved that it would go viral. […] We always wanted Evander involved. We were never in business to take advantage of a situation. Evander and Mike are friends
People don’t understand that. They think they are still enemies from this event.
For us, having Evander be a part of ‘Holy Ears’ and part of our organization was always something we wanted and always envisioned.
Why Retail-Connected Media is the Future
It’s an interactive experience. Bryan walks into the dispensary. “What product should I get?” The fact that if there are not a lot of budtenders in the store, you’d be able to use [and] build this interactive experience to make it the most efficient process for a consumer to walk in and understand what they’re buying and then also [be] able to purchase.
Chad Bronstein, Fyllo Founder
Brands need the opportunity to really advertise the right way. This is more of a way we’re catching a consumer in the actual mindset of cannabis. So, we look at it as the conversation in both mainstream and in cannabis is all about retail-connected media.
We believe it’s the beginning phase of that, and we’re playing on both sides—cannabis and the mainstream world—with this retail-connected platform.
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