Papa & Barkley's entire brand rests on one true story — a son who made cannabis balm to ease his father's pain — and that story is compelling enough to have built one of California's most trusted cannabis wellness brands.
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See all ads on AdLibrary →Papa & Barkley is a Eureka, California cannabis wellness brand founded in 2015 by Adam Grossman, who developed whole-plant cannabis products to relieve his father's severe pain (Papa) — Barkley is his dog. The brand's founding story is its most powerful advertising asset, and its Releaf Balm topical is one of California's best-selling cannabis topicals. Also searched as Papa.
Papa & Barkley's advertising is anchored in the founder origin story — Adam Grossman's father (Papa) and the whole-plant balm that provided pain relief where other treatments failed. This narrative structure gives every campaign an emotional core that product-feature advertising cannot match. Whole-plant extraction science provides the rational credibility layer. Together they create an advertising formula trusted by both cannabis enthusiasts and seniors new to cannabis. See Papa & Barkley's campaigns on AdLibrary to study wellness origin-story cannabis advertising.
Papa & Barkley uses Facebook more heavily than most cannabis brands, targeting older adult consumers (45-65) dealing with chronic pain and inflammation — a demographic more reachable on Facebook than Instagram. Content focuses on relief storytelling, whole-plant education, and testimonials from senior and active consumers. Instagram supports a younger wellness-consumer audience with product lifestyle and ingredient education content.
Core themes: whole-plant extraction ('the whole plant, nothing wasted'), pain relief and inflammation, the founding father story, Releaf Balm product efficacy, senior-friendly accessibility, and trusted wellness credential. Scientific extraction education (why whole-plant matters vs. isolate CBD) is a consistent content pillar. Testimonial campaigns from pain and inflammation sufferers supplement product advertising.
Papa & Barkley proves that a founder story rooted in a universal human experience (relieving a parent's pain) generates lifetime brand authenticity. They didn't build a mission around the story — the story IS the mission. For wellness marketers: the most durable brand stories are not about the product, they are about the moment before the product existed when the founder needed it and it didn't exist yet. That gap, and the decision to fill it, is the real brand origin.
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