LBS - SNOOP DOGG'S CANNABIS CO.
CPG Rebranding
Agency: Merry Jane
Role: Director of Strategic Initiatives
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The Challenge: LBS is the Canadian line of Snoop Dogg's "Leafs by Snoop" cannabis brand. But in Canada, celebrity endorsement of cannabis is illegal, so we had to sell LBS without relying on the power of Snoop.

The Solution: We decided to lean into the brand's  So-Cal roots, and I came up with a new slogan -  "A Golden State" - a subtle nod to Snoop's roots. This also established a new brand identity - a laid-back, chilled-out, sun-drenched Cali vibe - which we brought to life on website, banner ads and social. I oversaw the rebrand and wrote all the copy.

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Revamped Site

Old Site