Lite Label: Building a New Cannabis Category Through Integrated PR
The Opportunity
Lite Label and Go Brands came to Marigold PR with an opportunity bigger than promoting a product: help establish and build awareness for the emerging light cannabis category.
The goal was to introduce cannabis designed for more controlled, social occasions while building credibility with consumers, retailers, Budtenders and industry media.
The Strategy
Marigold developed an integrated campaign combining earned media, thought leadership, influencer relations, retail engagement and owned content around one consistent story: light cannabis is designed differently, for different occasions.
The campaign included:
Strategic messaging and category positioning
Targeted media relations and thought leadership
Press release development and distribution
A curated creator and product-seeding program
Retailer and Budtender engagement
Tether content, social and newsletter amplification
An Instagram strategy and content framework
The influencer strategy intentionally mixed retail creators, lifestyle creators and retail decision-makers, allowing the campaign to build consumer awareness while generating industry credibility, authentic content and retail insights.
The Results
182,101
Total campaign audience reach
4 earned media placements
Exceeding the goal of 3+
75% of earned coverage
Featured the key message “cannabis designed for social life” vs. a 25% target
100,653
Audience reach from posting influencers
11 pieces of UGC
Against a goal of 7–10
299 website clicks
Within seven days of the press release vs. a goal of 85+
1,084 unique readers
Via GlobeNewswire within seven days vs. a target of 600+
Earned media included Authority Magazine, mg Magazine, ADCANN and StratCann, with additional social and e-newsletter amplification.
Beyond the Campaign
The campaign didn't just generate visibility. It helped position Go Brands as a credible voice in the growing light cannabis category while creating assets the team could continue using.
Lite Label left the campaign with earned media, creator content, retail insights, a strategic messaging framework and an Instagram content strategy to support continued growth.
'“Working with the team at MarigoldPR over the last few months has been a genuine pleasure. They all understood exactly what we were trying to do with Lite from the start — that we weren't just launching brands but building a category — and they translated that into real awareness across B2C and B2B. Responsive, resourceful and always a step ahead. Marigold feels like an agency and more like an extension of our own team. Highly recommended them to any brand looking to punch above their weight.”
Wendy Milne, President & Co-Founder Go Brands
182K+ Reach. 100K+ Influencer Reach. 299 Website Clicks.
Looking to build authority around a product, founder or emerging category?
Marigold PR creates integrated communications campaigns that combine media relations, thought leadership, creators and industry relationships to build visibility that matters.
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