Recreational cannabis consumers are adults in legal markets, mostly 21 and older, who use cannabis for relaxation and social occasions. They buy flower, edibles, drinks and delivery, and increasingly look for consistent dosing and trusted brands. Brands in this group include Cann, Wana Brands, Houseplant, Eaze, Trulieve and Curaleaf. Their ads matter to study because cannabis marketing faces some of the tightest advertising restrictions, so brands rely on brand building, education and owned channels, and the way they work within the rules is instructive.
Access depends on local law, so messaging and availability vary by state or country.
Unwinding, socializing and creativity are common motivations.
Low-dose drinks and edibles appeal to those wanting a milder social option.
Predictable dosing and quality build trust in a category with variable products.
Delivery and clear menus make purchase easier.
Design, personality and cultural fit influence choices, as seen with celebrity-founded and lifestyle brands.
AYR Wellness is a Miami-based publicly traded multi-state cannabis operator (AYRWF on OTC) founded by Jonathan Sandelman in 2017. Built through acquisitions in limited-license states, AYR operates dispensaries across Florida, Pennsylvania, New Jersey, and several other states, positioning cannabis retail around wellness and everyday wellbeing. Also searched as AYR.
Beboe is a Los Angeles luxury cannabis brand founded in 2017 by Clement Kwan (fashion industry) and Scott Campbell (celebrity tattoo artist), widely described as the 'Hermès of cannabis.' Known for rose-gold vape pens and pastel-coloured edible tins designed as luxury accessories, Beboe was acquired by Harvest Health & Recreation in 2019 and continues operating in California and Colorado.
Caliva is a San Jose-founded vertically integrated cannabis company backed by celebrity entrepreneur Jay-Z, who serves as Chief Visionary Officer. Operating licensed cultivation, manufacturing, and retail dispensaries in California, Caliva offers premium flower, vapes, and edibles with same-day delivery across the Bay Area.
Cann is an LA-based low-dose THC+CBD social tonic co-founded in 2019 by Jake Bullock and Luke Anderson (both ex-Bain & Company). Each 8oz can contains 2mg THC and 4mg CBD — designed to deliver a mild social buzz equivalent to one glass of wine. With $32M raised and celebrity investors including Gwyneth Paltrow and Rebel Wilson, it is the leading cannabis beverage brand in the US.
Cookies is a California-based cannabis lifestyle brand co-founded by rapper Berner (Gilbert Milam Jr.) around 2012. With over 70 retail locations across 6 countries, Cookies blends cannabis genetics, branded apparel, and hip-hop culture into a streetwear-style brand. Merch drops, exclusive strain releases, and cultural cachet drive both DTC and retail revenue.
Cresco Labs is a Chicago-founded multi-state cannabis operator established in 2013 by Charlie Bachtell and Joe Caltabiano. Uniquely focused on wholesale brand distribution, Cresco's portfolio includes Mindy's Edibles (chef-crafted by Mindy Segal), Good News, and Remedi, sold through both owned dispensaries and third-party retailers across multiple states. Also searched as Cresco.
Curaleaf is a Wakefield, Massachusetts-founded multi-state cannabis operator and one of the world's largest cannabis companies by revenue. Operating 20+ US states with brands including Select (vapes), Curaleaf dispensaries, and international operations across Europe and Australia, the company trades on the Canadian Securities Exchange (CURA).
Deinhanf (deinhanf.de) is a German DTC online retailer specialising in cannabis seeds and cultivation accessories, sourcing from established breeders like Royal Queen Seeds. The brand targets home growers in Germany with discreet ordering and multiple payment options, operating in the evolving German cannabis legal framework post-2024 partial legalisation. Also searched as Deinhanf.
Dosist is a Los Angeles cannabis wellness brand founded in 2016, producing dose-controlled vape pens engineered for specific effects: Calm, Sleep, Bliss, Arouse, Passion, and Relief. Each pen delivers a precise 2.25mg THC dose per 3-second inhalation. The brand uses pharmaceutical-grade minimalist design to position itself as a wellness device company rather than a traditional cannabis brand.
Défoncé Confections is a San Francisco cannabis chocolate brand founded in 2015, producing artisan chocolate bars using single-origin cacao and premium California cannabis. Each bar is precisely dosed at 5mg THC per square, designed for controlled consumption. Minimalist packaging and fine chocolate editorial positioning differentiate it sharply from mass cannabis edibles.
Eaze (eaze.com) was founded in 2014 by Keith McCarty in San Francisco as a cannabis delivery marketplace. The brand became the largest cannabis delivery service in California, raised over $350M, and went through a restructuring in 2024-2025 after assets were sold at auction to billionaire James Clark.
Garden Society is a California cannabis brand founded in 2016 by Erin Gore and Karli Warner in Sonoma County. A certified B-Corporation with a mission to promote women's health and wellness through responsible cannabis use, it offers botanical-inspired edibles and pre-rolls with Sonoma wine-country aesthetics. Expanded to Ohio in 2023. Also searched as Garden.
Glass House Brands is a vertically integrated California cannabis company founded in 2018 by Kyle Kazan and Graham Farrar. It operates a 5.5 million square foot greenhouse in Ventura County — one of North America's largest — producing cannabis at scale for its own retail stores and wholesale. It is publicly traded (GLASF) and operates multiple consumer brands. Also searched as Glass House.
Hi-Fi Hops is a Lagunitas Brewing (Heineken) cannabis sparkling water launched in 2018 in partnership with AbsoluteXtracts. Dry-hopped like an IPA with Yakima Valley hops, it delivers zero calories, zero alcohol, and either 5mg THC/5mg CBD or 10mg THC per can, available at licensed California and Colorado dispensaries. Also searched as Hi-Fi.
Houseplant is a cannabis and homeware brand co-founded by Seth Rogen and Evan Goldberg in 2019. Available in California for cannabis and internationally for its homeware line (mid-century modern ashtrays, lighters, lamps, and vinyl records), Houseplant uses Seth Rogen's personal social media as its primary marketing channel and his genuine cannabis enthusiasm as authentic brand positioning.
Kanha Treats is a Los Angeles cannabis edibles brand (under parent company Sunderstorm) founded in 2015, producing award-winning cannabis gummies using nano-emulsion technology for faster-acting onset (15-20 minutes). The Camino sub-brand offers premium effect-specific gummies flavour-coded by desired outcome. Available across multiple US states. Also searched as Kanha.
Kiva Confections is an Oakland-founded cannabis confections brand established in 2010 by Scott and Kristi Palmer, one of the earliest and most consistently award-winning cannabis edibles companies in the US. Known for cannabis chocolate bars, Terra Bites, and the Petra microdose mint line (2.5mg per mint), Kiva operates across multiple licensed states. Also searched as Kiva.
Lobo Cannagar is a New York-founded luxury cannabis cigar brand co-founded by Aaron Raskin and Eduardo Whittington. Their hand-rolled organic cannagars—100% cannabis leaf wraps, no tobacco—burn for up to three hours. Available at licensed dispensaries in New York, California, Illinois, Massachusetts, and Arizona, plus hemp variants nationwide. Also searched as Lobo.
Lowell Farms is a California cannabis brand founded in 2016 in San Francisco, offering organically farmed flower and pre-rolls with distinctive 1960s Americana branding. It operates the Lowell Cafe in Los Angeles — widely recognised as the world's first cannabis restaurant — and packages pre-rolls in premium book-style cases designed as collectible objects. Also searched as Lowell.
Mood (mood.com) was founded in 2022 by Jake Antifaev and David Charles. The brand operates as an online ecommerce dispensary selling hemp-derived THC, THCA, and Delta-9 products, built around the DTC model with 200+ team members.
Mood is an LA-founded cannabis beverage brand offering hemp-derived THC and CBD sodas and seltzers in 5mg and 10mg variants. Using nano-emulsion for fast onset, their federally legal formulas ship nationwide. With 600,000+ customers and 50+ US farm partners, Mood is one of the fastest-growing hemp beverage brands. Also searched as Mood.
NUG Inc is an Oakland-founded vertically integrated California cannabis company established in 2014. Operating an equity-owned dispensary and California's first licensed cannabis consumption lounge, NUG grows premium cannabis in an Oakland indoor facility and distributes its own vapes, flower, concentrates, and edibles across California. Also searched as Nug.
Old Pal is a Los Angeles cannabis brand founded in 2018 by Rusty Wilenkin, built around social sharing and accessibility. With retro 1970s Americana branding and a Provisions ready-to-roll product format designed for group consumption, Old Pal positions itself as the approachable, affordable cannabis brand for casual social consumers across California, Arizona, Colorado, and Nevada.
Pamos is a California-born premium cannabis cocktail brand founded in 2021 by David Mukpo. Offering non-alcoholic THC and CBD spirits and ready-to-drink cocktails in 2mg, 5mg, and 10mg dosing tiers, Pamos distributes through traditional alcohol retail channels including Total Wine and Spec's—a first for hemp cannabis beverages.
Plain Jane (plainjane.com) was founded in April 2018 by Lindsey Holthaus and Evan Marshall in Eugene, OR. The brand pioneered the hemp CBD cigarette in the US, offering flavored hemp flower cigarettes and pre-rolls to help smokers reduce nicotine consumption. Also searched as Plain.
Plus Products is a San Jose-founded California cannabis edible brand established in 2015 by Jake Heimark and Nate Moeller. Their signature fruit-flavored gummies feature precisely dosed 5mg THC formulations designed for new and moderate cannabis consumers, with pharmaceutical-grade consistency across every batch.
Pure Beauty is a Los Angeles cannabis brand founded in 2018, known for its stark minimalist packaging, gender-neutral positioning, and sustainably grown California flower. Founded by Imelda Walavalkar and Mindy C. Bissell, it operates a flagship retail location and distributes through California licensed dispensaries, with strong editorial press in Vogue and the New York Times.
STIIIZY is a Los Angeles-founded cannabis brand established in 2017, known for its proprietary pod-and-battery vape system that creates a closed hardware ecosystem. It is one of California's top-selling cannabis brands, operating destination flagship stores in Los Angeles, San Francisco, and Las Vegas with retail-as-brand-experience design.
TribeTokes is a New York City-based female-founded cannabis and hemp vape brand, launched in 2017 by Degelis Pilla and Kymberly Byrnes. The brand sells additive-free vapes, gummies, THCa flower, and CBD topicals DTC and wholesale. TribeTokes built a multi-million dollar DTC operation over 100,000 customers by positioning cannabis as a clean wellness category. Also searched as Tribe.
Trulieve is a Quincy, Florida-founded multi-state cannabis operator established in 2016 by CEO Kim Rivers. With the highest market share in Florida's medical cannabis program and over 100 dispensary locations nationally, Trulieve is one of the largest US cannabis companies by revenue, trading publicly on the CSE (TRUL).
Verano is a Chicago-founded multi-state cannabis operator established in 2015 by George Archos. Trading on the CSE (VRNO), Verano differentiates through premium product quality and upscale retail experiences. Their brand portfolio includes Verano (core premium) and Encore Draft (accessible value tier) across 15+ US states.
Wana Brands is one of the top-selling cannabis edibles companies in the US, founded in 2010 by Nancy Whiteman in Boulder, Colorado. Known for consistent dosing, premium ingredients, and a range of fast-acting and standard gummies, Wana operates across multiple legal state markets through a licensed partnership model. The brand has become a gold standard for cannabis gummies. Also searched as Wana.
Wyld is an Oregon-founded cannabis edibles brand established in 2016, producing real-fruit gummies and sparkling water infused with cannabis. Consistently ranked among the top 3 cannabis edible brands nationally, Wyld differentiates on real-fruit ingredients (no artificial flavours) and a Pacific Northwest outdoor lifestyle identity. Now licensed across multiple US states.
Paid advertising for cannabis is heavily restricted on major platforms, so brands lean on brand building and compliant creative. Cann positions a low-dose social tonic as an alcohol alternative, Wana Brands highlights consistent edibles, Houseplant blends cannabis with design-led homeware and a recognizable founder profile, and Eaze emphasizes on-demand delivery. Trulieve and Curaleaf operate as large multi-state operators with a focus on access and range. Because direct product promotion is limited, content often centers on lifestyle, education about dosing and formats, and brand personality. Look for imagery that avoids consumption depiction where rules require it, along with emphasis on responsible use. Offers tend to appear within owned channels, loyalty programs, email and in-store or delivery menus rather than in paid social. Seasonal moments and product launches drive campaigns. When researching, treat any visible ads carefully and note how brands phrase claims, what they leave out, and how they direct people to owned platforms. Policies differ by market and platform, so always verify current rules before planning your own campaigns.
Clarity and consistency come first. Plain descriptions of dose, format and effects, without medical claims, help adults choose confidently. Education about start-low guidance and responsible use also builds credibility. Brand personality matters in a category with many similar products. Houseplant's design sensibility and Cann's modern social positioning show how a distinct identity separates a brand from dispensary shelves. Convenience is a strong driver. Delivery, clear menus and easy ordering reduce friction, which is why services like Eaze focus on speed and selection. Mistakes include making health or medical claims, targeting audiences who are not of legal age, ignoring local laws, and relying on platforms where cannabis ads are prohibited. Another is neglecting compliance in creative, which can get accounts restricted. For competitor research, compare how multi-state operators, lifestyle brands and delivery marketplaces each build awareness, and note which channels and formats they use. The differences show how a restricted category still finds ways to reach its audience.
Cann, Wana Brands, Houseplant, Eaze, Trulieve and Curaleaf are examples, covering social drinks, edibles, lifestyle products, delivery and multi-state retail. Browsing the active ads of the brands in this group side by side shows which hooks, formats and offers they keep running.
Rules are restrictive and vary by platform and market. Check current policies before planning any paid campaigns. Ads that stay live for weeks usually point to a message the brand has found works, so they are a good place to start your research.
They use owned channels, email, loyalty programs, content, partnerships and brand building, often focused on education and lifestyle. Notice how the first seconds, the headline and the call to action differ from brand to brand before you plan your own creative.
They position as a social alternative to alcohol, emphasizing mild dosing and occasion. Review compliant examples carefully. Use what you learn as direction for your own tests, not as a template to copy. Browsing the active ads of the brands in this group side by side shows which hooks, formats and offers they keep running.
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