Cann, in collaboration with Weedmaps, has launched its 2022 Pride campaign, which celebrates the LGBTQ+ community with the debut of the company's first original song and music video “Taste So Good.”
The song and video feature an all-star diverse cast, including Gus Kenworthy, Sarah Michelle Gellar, Hayley Kiyoko, Kesha, Vincint and Patricia Arquette, LGBTQ+ ally and co-founder of cannabis consumption lounge Fantom Flower. They are joined by top drag performers from season 14 of RuPaul’s Drag Race: Kornbread, Kerri Colby, Jorgeous, as well as newly crowned winner, Willow Pill. Grammy award-winning singer-songwriter-producer MNEK is also a featured vocalist on the song.
“As a queer-founded brand, it was a dream come true to work on this campaign with the most amazing tribe of queer icons and celebrity allies to introduce the new Lite flavors while championing our message of equality for Pride,” said Luke Anderson, co-founder of Cann. “By casting the most diverse supergroup of trailblazers imaginable, spanning sexuality and gender identity spectrums, this campaign reminds everyone just how empty the world would be if we submit to narratives of LGBTQ+ erasure. In a world where ‘Don’t Say Gay’ is gaining momentum, we’re excited to promote a utopia of queer joy.”
Weedmaps will serve as a premier destination to find Cann’s new and existing flavors and offers the opportunity to discover and engage with LGBTQ+-owned cannabis businesses through the platform. In Weedmaps’ “2021: Cannabis in America” report, studies found that only 13% of cannabis consumers know if their cannabis retailer reflects a specific ownership type, such as LGBTQ+, but more than 37% say they want to shop with LGBTQ+-owned cannabis businesses.
“The LGBTQ+ community has been at the forefront of many significant moments in history that have brought the cannabis industry to where it is today, and with our mission to promote inclusivity within the cannabis economy, it was a natural decision to collaborate with Cann on this pride campaign,” said Juanjo Feijoo, CMO of Weedmaps. “We share a similar vision and understand the importance of standing up for this community to ensure everyone feels welcome and accepted in the cannabis industry and empowered to grow their business. We’re excited to rally behind bold and impactful LGBTQ+ voices and advocates in an effort to further support and provide opportunity to this important community.”
The track “Taste So Good” was written by singer, songwriter and record producer Leland (who has produced for Troye Sivan, Selena Gomez and others) and draws inspiration from iconic love anthem "Lady Marmalade," with each of the vocal talents having their own solo moment.
The video was produced by London Alley (which has produced and directed for Lil Nas X, Doja Cat, Ariana Grande among others), directed by one of the top queer directors, Jake Wilson (who has directed for Lizzo, Cher and others), creative directed by Luke Anderson (co-founder of Cann) and queer creative collective House of Avalon (who style Lizzo, Symone and others) and supported by Elias Talbot (who was the DP for Industry Baby, WAP and others) with the support of London Alley’s branding incubator, Side Street.
“Our collaboration was a celebratory hybrid between the entertainment and marketing space,” said Brandon Bonfiglio, executive producer, London Alley. “We leveraged the internal capabilities within London Alley, from song creation and distribution to music video execution, while incorporating major brands. It’s a thrilling look into the future of our industry, and I’m excited for what’s next.”
Cann’s new Lite offerings come in four flavors: Honeydew Mint, Cloudy Apple Rhubarb, Tangerine Hops, and Golden Citrus Bark. Each Lite contains the same 2 mg THC and 4 mg CBD dosage of a regular Cann with no added sugar and less than 10 calories. All four Lite flavors are available for purchase across California; Tangerine Hops is available in Illinois and Massachusetts; and all Cann core flavors are available for purchase in California, Nevada, Illinois, Massachusetts, Ontario and British Columbia.
“We continue to see disparity in the cannabis space as it relates to the LGBTQ+ community and this campaign is aimed at changing that narrative and celebrating inclusivity and opportunity,” said Jake Bullock, co-founder and CEO of Cann. “We’re excited to work with Weedmaps, a partner that is equally passionate about advancing the cannabis industry in these areas. That means looking at many of the problems and challenges our industry faces, including social equity, transparency, and inclusivity, and working to tackle them head on.”