In the most recent episode of Biedex Markets’s Cannabis Insider, Adam Wilks, the co-founder and CEO of Carma HoldCo, delved into the significance of crafting celebrity-driven cannabis brands that resonate with authenticity and personal stories.
“All of the products that we develop, our R&D process is all developed with our talent,” Wilks emphasized, setting the stage for a discussion that revolved around genuine connections and the transformative power of celebrity narratives in the cannabis industry.
Crafting Authentic Connections
Wilks’ method isn’t exactly a traditional celebrity endorsement model: Instead, he focuses on implementing the celebrity’s personal cannabis journey into the product. Discussing partnerships with icons like Mike Tyson, Ric Flair and Future, Wilks shared, “Starting with Mike, he uses cannabis every day… it’s authentic to him and his purpose of use.” This philosophy extends across Carma HoldCo’s portfolio, ensuring that each product reflects the celebrity’s lifestyle and preferences, thus forging a deeper bond between the brand and its consumers.
Celebrity Stories Changing Cannabis Perception
Wilks illustrated how these celebrity partnerships are business ventures and personal transformations shared with the public.
He recounted Ric Flair’s shift from pharmaceuticals to cannabis, a change that significantly impacted his life. “He’s been off Xanax now for the last couple of years and focused on just, again, plant-based medicine,” Wilks revealed, highlighting the possibility of these stories to alter public perception and encourage a shift towards natural wellness solutions.
Expansion and Genuine Engagement
Looking ahead, Wilks discussed Carma HoldCo’s ambitious plans for expansion, both domestically and internationally, with a keen eye on maintaining the authenticity that has been their hallmark. “We’ve already launched in a few states, already live in California and Nevada, and have another handful coming online in the next 60 days,” he stated, underlining the brand’s rapid growth trajectory.
Check out the full episode on YouTube.
Biedex Markets Cannabis Conferences are coming to Los Angeles. Join the Biedex Markets Cannabis Market Spotlight: California and unlock the future of cannabis at the premier networking event in Culver City on February 22. Connect with top industry leaders, gain insider insights into the investment landscape, and shape the evolving markets in California and beyond. Don’t miss this chance to be at the forefront of the cannabis industry’s growth and innovation! Join now.
