💊 How Cookies Built a Cannabis Powerhouse with Clothing

Welcome to Off-Label, the weekly newsletter that delivers practical marketing insights for operators in highly stigmatized industries.

How do you build a highly recognizable global brand in an industry full of stigma and restrictions?

Ask Cookies.

They built a cannabis empire around clothing.

Cookies, founded by rapper and entrepreneur Berner, didn't just treat merchandise as an afterthought.

They made it a core part of their marketing.

And it worked, big time.

Here’s how they turned swag into a major growth engine:

Tactic #1: Make People Pay to Advertise for You

Cookies didn’t just slap a logo on a cheap t-shirt.

They made their apparel a core part of their brand.

Think high-quality hoodies, hats, and tees with that famous "Cookies blue" color.

This gear is desirable on its own.

Fans eagerly buy and wear Cookies apparel.

They become walking billboards.

This keeps the brand name constantly in public view and part of everyday conversations, as outlets like MJBizDaily have reported.

It’s marketing that people pay you for.

The result: Cookies has a massive retail footprint with stores based in the US and internationally in countries like Canada, Israel, the Netherlands, Spain, and Portugal.

How you can apply it: A person who rocks your merch is a walking billboard for your brand, so treat your merch with the respect (and attention) it deserves. Think beyond logo tees. Design gear your audience wants to wear — whether it’s premium hoodies, hats, or limited artist collabs — and make it feel like part of a movement.

Tactic #2: Make Your Founder The Face of Your Brand

Cookies’ entire brand is built around Berner.

He was already a big name in both music and cannabis culture before Cookies officially launched.

He authentically lives and breathes the lifestyle he promotes.

He uses his music and strong social media presence to build hype and connect directly with fans.

The result: When Cookies opens a new store, Berner sometimes goes in person and promotes it on his socials, which allows his fans to meet him in person and build trust with the brand.

How you can apply it: Block 2 hours weekly for customer-facing content. Start a monthly "Ask Me Anything" session on Instagram Live or LinkedIn. Share behind-the-scenes content showing your actual daily work - not just polished product shots. When launching new locations or products, show up in person and document it. Create a simple email sequence introducing yourself to new customers within 48 hours of their first purchase.

Tactic #3: Turn FOMO Into Your Sales Engine

Cookies is a master of the "drop."

They release new apparel in limited quantities and often collaborate with other artists or brands like Logic and The Rolling Stones.

These limited releases create a sense of urgency and exclusivity.

Fans know they have to act fast if they want the latest gear.

Collaborations also help Cookies tap into new audiences.

The result: Most of these limited drops sell out quickly, helping Cookies increase their revenue. They also get to build brand associations with reputable names in the music industry, which expands their audience.

How you can apply it: Create a waitlist for new products 2-3 weeks before launch. Limit initial runs to 50-100 pieces and announce the exact quantity publicly. Identify 10 micro-influencers in adjacent industries who share your values (not competitors). Offer them free products plus 15-20% commission on sales they drive. Set specific collaboration deadlines - "available for 72 hours only" works better than open-ended offers.

Cookies didn't just build a cannabis brand but an active lifestyle brand.

And they did it by cleverly making their merchandise a powerful, self-sustaining marketing engine.

How We Can Help:

P.S.

If you’re working on something big — or messy — in a frontier industry, we’d love to hear about it.

Reach out → [email protected] or Check out → offlabelhq.com