Cronos Group Inc. (NASDAQ: CRON) (TSX: CRON)
(“Cronos Group” or the “Company”) is pleased to
reveal a new transformative marketing
campaign of its prestige Lord
Jones™ brand. Adding another milestone to its legacy as a
“brand of firsts,” Lord Jones™, maker of the world’s finest
hemp-derived CBD infused products, today announced its
first brand campaign for the U.S. market,
entitled “A Higher Order.”
For the first time in the brand’s history, Lord
Jones™ will launch its new creative with market
activations throughout the year, which will include out-of-home
advertising and television spots. The campaign will
highlight new Lord Jones™ creative assets, which
gives the brand’s adult consumers a glimpse into its
magical world with a stunning series of ads and two
unique films.
“Our dream to give consumers access to this
unique world has become a reality with our first-ever
campaign. Lord Jones™ has always been a leader in the CBD
space and this new campaign reflects
the evolution and maturity of the
brand paired with our goal to bring these incredible
products to a wider audience,” said Summer Frein, General
Manager, USA, Cronos Group. “The surreal, imaginative beauty
of the work encourages curiosity and exploration. The Lord
Jones™ best-in-class product experience is a transformative one,
that allows consumers to elevate any ordinary experience into a
beautiful ritual, which is palpable in the
creative.”
The campaign, “A Higher
Order,” lets viewers escape to the highly
curated portals within the Lord Jones™ world – a
world where wellness becomes a moment of self-reverence that
can be coveted every day. The campaign imagery was inspired by
elements of the iconic Lord Jones™ crest, referencing the
brand’s roots in California’s Laurel Canyon, which is rich with
artistic and musical history. Within the world, personal
wellness transforms from routine to ritual.
“At Cronos Group, investing in our brands is
paramount. This new Lord Jones™ campaign reaffirms our
commitment to robust, breakthrough marketing and brand
building that aims to bring high-quality CBD products to
adult consumers,” said Kurt Schmidt, President and
CEO, Cronos Group. “As leaders
in the CBD category, we are thrilled to share this
campaign with our loyal followers, and with a broader
audience who may be discovering our brand for the first
time.”
To celebrate the brand campaign launch,
Lord Jones™ will host a live-streamed, “Sunday Bath
Session”, on its website featuring an audio and visual
set inspired by the campaign imagery with Grammy-nominated artist
and producer, Flying Lotus. The live stream, which will
take place on Sunday, May 2nd at 5 p.m. PST/8 p.m. EST, is open to
all consumers and encourages attendees to experience
their own Lord Jones™ CBD ritual by drawing a bath and tuning in.
The experience will be accessible at:
www.lordjones.com/bathsessions.
The launch is supported by
renowned advertising agency Wieden+Kennedy.
About Lord
Jones™ Lord Jones™ manufactures and distributes
the world’s finest hemp-derived CBD infused prestige skincare
products and dietary supplements, including handmade
confections. Lord Jones™ has been featured regularly
in The New York Times, Rolling Stone, Vanity Fair, Elle, The
New Yorker, TIME, Forbes and Vogue to name a few.
Lord Jones™ took the beauty world by storm when it became
the first ever CBD brand to launch at Sephora. Celebrated
for its unparalleled quality, Lord Jones™ has received accolades
from Fast Company, Refinery29, Self,
Health, InStyle, Men’s Health, GQ, Shape and beyond. All
Lord Jones™ products are lab-tested to ensure purity and
consistency. For more information, or to purchase Lord
Jones™, visit www.lordjones.com.
About Cronos Group Cronos
Group is an innovative global cannabinoid company with
international production and distribution across five continents.
Cronos Group is committed to building disruptive intellectual
property by advancing cannabis research, technology and product
development. With a passion to responsibly elevate the consumer
experience, Cronos Group is building an iconic brand portfolio.
Cronos Group’s portfolio includes PEACE NATURALS™, a global
wellness platform, two adult-use brands, COVE™ and Spinach™, and
three hemp-derived CBD brands, Lord Jones™, Happy
Dance™ and PEACE+™.
Forward-looking StatementsThis
press release may contain information that may constitute
“forward-looking information” or “forward-looking statements”
within the meaning of applicable Canadian and U.S. securities laws
(collectively, “Forward-looking Statements”). All information
contained herein that is not clearly historical in nature may
constitute Forward-looking Statements. In some cases,
Forward-looking Statements can be identified by the use
of forward-looking terminology such as “may”, “will”,
“expect”, “plan”, “anticipate”, “intend”, “potential”, “estimate”,
“believe” or the negative of these terms, or other similar
expressions intended to identify Forward-looking Statements. Some
of the Forward-looking Statements contained in this press release
include the Company's intention to build an international iconic
brand portfolio and develop disruptive intellectual property.
Forward-looking Statements are necessarily based upon a number
of estimates and assumptions that, while considered reasonable
by management, are inherently subject to significant business,
economic and competitive risks, financial results, results,
performance or achievements expressed or implied by those
Forward-looking Statements and the Forward-looking Statements are
not guarantees of future performance. A discussion of some of the
material risks applicable to the Company can be found in the
Company’s Annual Report on Form 10-K for the year ended December
31, 2020, which has been filed on SEDAR and
EDGAR and can be accessed at www.sedar.com and www.sec.gov/edgar,
respectively. Any Forward-looking Statement included in this press
release is made as of the date of this press release and, except as
required by law, Cronos Group disclaims any obligation to update or
revise any Forward-looking Statement. Readers are cautioned not to
put undue reliance on any Forward-looking Statement. For
further information, please contact:
Investor Relations
Contact:
Anna Shlimak Investor
Relations Tel: (416)
504-0004 investor.relations@thecronosgroup.com
Media Contact: Ryan Mary
Clark Public Relations ryan.clark@lordjones.com
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/b74f374e-9e90-4c70-8389-b268fb246a9f
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