ROLLING WITH SETH ROGEN
We got serious ink for a new rolling paper line from Houseplant and OCB.
What happens when the king of rolling papers and the patron saint of stoners pair up?
A joint venture between two blazin’ brands to make sustainable, well-designed, highly functional rolling papers and cones.
When French-made, family-owned rolling paper pioneer OCB partnered with Seth Rogen’s lifestyle brand to launch Houseplant by OCB, Trailblaze rolled up with a tight PR strategy designed to light up news feeds, fire up retailers, and smoke the competition.
WHAT WE DID
- Prepared a communications plan for the launch outlining our objectives, tactics, targets, and timing for unveiling the partnership.
- Negotiated exclusive interviews with prestige outlets such as Esquire, Inc, Forbes, and People to generate awareness.
- Debuted the product line at CHAMPS, offering retailers, fans and influencers a Meet & Greet with Seth.
- Sent deluxe media mailers to top editors, journalists, and influencers and secured product coverage in 420 gift guides.
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Measurable results
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FRANCE
Press Trip to OCB Paper Mill
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50,000
Social Engagements
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205M
Earned Impressions
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