The array of cannabis products launching has caused a dilemma: How does a company break through the clutter of tens of thousands of new products?
Lord Jones founder Robert Rosenheck found his answer in an experiential medicated sound bath with the popular Icelandic dream-pop band Sigur Rós. Rosenheck met the band’s lead singer, Jonsi, after a gig and the musician was curious about the legalization movement in the U.S.
“We talked for a while, and I told him about our medicated sound bath,” said Rosenheck. “He expressed interest in a doing product collaboration. We suggested a custom flavor inspired by Iceland: The Lord Jones Sigurberry Gumdrop.”
The Hollywood event, attended by 200 tastemakers, celebrities, influencers, and press, was described as a “transcendent, otherworldly experience.” Each of the 200 tastemakers, celebrities, influencers, and press who attended received a red ticket, which they redeemed for a Lord Jones Sigurrberry gumdrop. They then entered a room filled with candles, beds, pillows, rugs, and a pulsating electronic light sculpture orb dangling from the ceiling like a neon octopus. Once everyone was settled, the band’s songs oozed into the room like liquid sound, building momentum for an hour before diminishing to a trickle and then fading away. As Rosenheck wanted, the event was a sacrament, out in the open, a shared experience and a celebration. It received tons of press coverage in the United States, Europe, and Asia.
“It had global resonance and far exceeded our expectations,” said Rosenheck.
Although Lord Jones isn’t exactly alone—other companies have launched products at experiential private dinners (PAX and Bloom Farms) and celebrity-infused parties (Beboe)—no other experiential launch has received the same level of worldwide. And Rosenheck’s not done. The company recently collaborated with the health club and spa Equinox to host a medicated recovery class featuring Lord Jones Pain and Wellness topicals.