Challenge
Zozimus was tasked with introducing Papi Cannabis, Rev Brands’ (Revolutionary Clinics) new cannabis line developed in partnership with David Ortiz, to the market and creating a unique and authentic brand storyline that would resonate with fans and consumers alike.
Strategy
Zozimus worked closely with the Rev Brands and Ortiz to carefully craft and execute a public relations campaign that showcased the quality of the product while keeping Ortiz’s personal journey with cannabis at the forefront.
Product launch tactics including an exclusive, well-attended press conference and launch party hosted by Ortiz and Rev Brands. Post-event tactics included media drops, embargoed event invitation, press release distribution, and strategic media follow up. Zozimus prepped Ortiz and Rev principals before a media scrum and Q&A session with media that attended.
Campaign Results
Zozimus secured nearly 350 pieces of local, national, and international media coverage. Total approximate reach was more than 252,000,000. Publicity value was more than $4,547,8000.
Local TV coverage included WHDH-TV, WCVB-TV, NBC Boston, Boston 25 News, and Dirty Water Media. Other local media coverage included The Boston Globe, Boston.com, Time Out Boston, and Boston Business Journal.
National coverage included Sports Illustrated, CBS News, MJ Magazine, and Politico. International coverage included Dominican Today, MJ Global Report, and Kind Magazine.
Press Coverage Links
Sports Illustrated
Yahoo News
CBS News Boston
Boston Business Journal
Fox Sports
Boston Globe
350
total pieces of coverage
$4B+
publicity value
252M+
approximate reach
