Chicago-based Cresco Labs Inc. announced it will be the first cannabis company to advertise on Spotify. Cresco Labs views the partnership as an opportunity for targeted advertising and a step towards normalizing the cannabis industry. Cresco Labs focuses on podcast ads and supports legal initiatives to professionalize the cannabis industry, with its Sunnyside chain expanding into seven states.
Chicago-based company, Cresco Labs Inc., announced on Thursday that it will be the first in the cannabis industry to introduce its advertisements on Spotify — a leading audio streaming service with over 551 million users and 220 million subscribers.
The Advertising Campaign: Targeting Illinois via Spotify
The campaign will focus on promoting Sunnyside—a chain of cannabis stores operated by Cresco Labs. It will feature 30-second audio ads and in-app banners that direct users to the company’s e-commerce platform. According to a press release, the ads will mainly target Spotify listeners in the state of Illinois, where cannabis for recreational use is legal.
A Promising Partnership With Spotify
Cory Rothschild, the President of Retail Sales at Cresco Labs, expressed his excitement about the collaboration with Spotify. “Audio streaming services offer tremendous opportunities to reach a broad audience in a targeted manner. Sunnyside’s advertising is based on an advanced data system, which allows for precise targeting of messages. Thanks to the Spotify platform, we can reach our core customers in Illinois. This partnership not only contributes to the normalization of cannabis but also underscores our marketing capabilities.”
Navigating Regulatory Challenges
Promoting cannabis in the United States is no small feat. Although it is legal in some states, there is still a federal ban in place. In 2021, the website Marketing Brew detailed Cresco Labs’ advertising strategy. The company focuses on podcast ads, which enable dynamic content adjustments according to locations where cannabis sales are legal.
Cresco’s Mission: Industry Professionalization
Cresco aims for the “normalization and professionalization of the cannabis industry.” The company concentrates on brand-building and offers customer-focused experiences. As part of its mission, the company also supports legal and regulatory initiatives aimed at shaping a responsible and professional cannabis industry.
Sunnyside’s Growing Footprint
Outside of Illinois, which it is targeting with its Spotify ads, Sunnyside has outlets in seven states. Last month, a new location was opened in Palm Bay, Florida. “Our goal is to expand the Sunnyside brand and increase access to top-quality products in key locations in Florida,” commented Bachtell. The collaboration with Spotify is a way for the company to reach a wide audience and is another step toward normalizing cannabis in the USA.
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