Headlines have been dominated by fear and outrage for too long — especially in the cannabis industry, where regulatory instability has caused distress. Today’s brands are rebelling by embracing joy as a core strategy. Without embracing toxic positivity or glossing over reality, brands that market with joy acknowledge challenges and hardships but ultimately choose optimism, connection, and celebration.
In an industry where storytelling plays a crucial role in shaping public perception, marketing with joy can be especially powerful. From heartwarming imagery to playful branding and unexpected creative twists, companies are tapping into joy to forge deeper emotional connections with their audiences.
How are consumers responding to these campaigns? And what can other brands learn from the approach? To answer these questions, we first need to understand why joy resonates so powerfully.
Why joy works in marketing
Joy is more than just a fleeting emotion. It’s a universally relatable force that shapes consumer behavior, strengthens brand loyalty, and fosters genuine human connection, which is absolutely essential for today’s more conscious consumers.
Think about it: The pandemic wasn’t that long ago, and many of us are still reeling from the emotional toll of COVID-19. Couple that with recent political turmoil and an endless cycle of bad news, and people crave relief more than ever. They want to engage with brands that make them feel good, remind them of what’s worth celebrating, and offer a sense of belonging.
For younger generations — especially Generation Z, who came of age in a time of social isolation — joyful marketing does more than sell products. It’s teaching them how to connect, build community, and embrace optimism. Brands that market with joy are, in many ways, shaping a cultural reset that prioritizes levity, humor, and human-first storytelling over fear-based messaging.
Studies show the shift is effective: Emotionally driven campaigns, especially those that spark joy, lead to stronger consumer recall, increased engagement, and long-term brand affinity. In the cannabis space, where stigma and regulatory hurdles still create challenges, leading with joy is how brands can shift narratives, break down barriers, and create a welcoming experience for both new and experienced consumers.
By tapping into joy, cannabis brands are selling more than a product. They’re selling a feeling. And that feeling is more valuable than ever.
How cannabis brands embrace joy
Four cannabis brands have done an exceptional job of ditching old narratives and leading with joy, playfulness, and an uplifting message that is absolutely infectious.
Gotham: all the feels
Gotham’s “High Love New York” campaign harnesses the power of local pride to reshape cannabis culture in one of the most iconic cities in the world. Drawing inspiration from the legendary I ♥ NY campaign launched in 1977 and still used to promote tourism, the “cannabis concept store’s” High Love New York reimagines cannabis as a cultural and community connector.
“The High Love New York campaign is inspired by the Gotham team’s belief that cannabis brings people together — just like the place we call home, New York City,” said founder and Chief Executive Officer Joanne Wilson. “It captures the city’s diverse energy with an edgy, unmistakably New York attitude. Featuring icons, tastemakers, and everyday New Yorkers — from a barista to a drag performer to a postal worker — the campaign celebrates cannabis as a shared experience that transcends societal divisions.”
High Love New York’s most compelling result so far has been a palpable shift in local energy, according to Wilson. The campaign, which incorporates multiple media types and platforms, makes the statement cannabis isn’t something to be feared or hidden; instead, the plant is something to be embraced, celebrated, and woven into the cultural fabric. The Gotham team is selling a vision of cannabis as a vibrant, joyful part of life in what New Yorkers consider the “greatest city in the world.”
Gramlin: a little chaos, a lot of fun
If Gotham is rewriting the cannabis narrative with culture and community, Gramlin is down to throw a little mischief into the mix. Created by Airfield Supply Co., Gramlin is a newer brand that thrives on energy, irreverence, and the kind of unfiltered fun that makes life electric.
“The whole concept of Gramlin is about having fun,” said Chris Lane, chief marketing officer for Airfield’s parent company, Gold Flora. “We wanted to reflect what it feels like to have fun with a brand and in life. Anything we do is always about that fun part of life — that little bit of chaos.”
The philosophy is embedded throughout the brand, from Gramlin’s vibrant, graffiti-inspired packaging to its marketing campaigns that push boundaries and invite playfulness. The brand’s mascot — a street-art-inspired imp — shows up in various forms, sometimes loud and in-your-face, and at other times subtly tucked into design details like an Easter egg waiting to be discovered.
Customers are eating it up. Launched in March 2024, Gramlin rapidly became one of the best-selling brands in California, proving cannabis consumers gravitate toward products that make them feel good through both effects and aesthetic.
Now, Gramlin is taking that energy to the next level with a custom marketing campaign in partnership with Tropicanna dispensaries, the brand’s second-largest retailer behind Airfield. The Tropicanna location in Santa Ana, California, went all-in, decking out its doors and interior with Gramlin’s signature racing imagery — an eye-popping homage to the Speed Racer manga cartoons of the 1960s.
“People want to buy things that make them happy,” said Lane. “We wanted to create a brand that doesn’t take itself too seriously. The world needs that right now. Plus, a lot of us grew up in the skate and street-art culture, and it’s really fun to bring something to life that has that background and feel.”
Edie Parker: glamour with a side of wit
Edie Parker is known for injecting a dose of cheeky, high-fashion glamour into the cannabis scene, and the company’s latest campaign is but one example. With “Find Your Light,” the brand transformed lighters into collectible, joyful accessories. One adorably resembles a cherry gelatin dessert.
Beyond lighters, Edie Parker gives cannabis accessories the same treatment the couture designer gives handbags, launching bejeweled lighters and fun multipacks of pre-roll cones that feel more like art pieces than everyday smoking essentials. The playful, maximalist approach makes cannabis feel less like a subculture and more like an essential piece of a fabulous, joyful lifestyle.
For Valentine’s Day, the brand leaned into its fun-loving DNA, launching promotions more like fashion drops than cannabis campaigns. Each drop showcased a new product in a way that made it impossible not to smile — because why shouldn’t cannabis spark as much enjoyment as your favorite lipstick or perfume?
Kiva Confections: the unexpected twist
Edibles powerhouse Kiva Confections is a leader in cannabis confectionery, and its “Make Sparks Fly” campaign for Camino gummies illustrated how the brand seamlessly blends cannabis with cultural moments.
For Valentine’s Day, Kiva teamed up with two sex-positive brands to launch a “giftaway” that included vibrators, cannabis goodies, and other playful items designed to spice up the day of love. The daring, delightful promotion demonstrated cannabis isn’t just for relaxation or treating ailments; the plant also can be a tool for connection and intimacy.
The campaign leaned into Kiva’s signature blend of sophistication and playfulness to illustrate how cannabis can enhance even life’s private moments. Whether it’s a night out, a night in, or a gift to make a partner smile, Kiva showed cannabis and joy go hand in hand.
How to incorporate joy
Even with copious regulatory restrictions on how, when, where, and to whom products may be promoted, cannabis marketing doesn’t have to be stuck in tired traditional paradigms. The most successful campaigns today are ones that:
- Tap into culture. Whether it’s Gotham’s nod to NYC pride or Kiva’s connection to modern intimacy, great cannabis promotions reflect larger cultural trends.
- Embrace the bold. Gramlin’s street-art-inspired branding and Edie Parker’s kitschy, collectible lighters show visual storytelling is just as powerful as messaging.
- Celebrate playfulness. The best brands make consumers feel something — and that something doesn’t have to be heavy and serious. Fun, vibrant, and joyful marketing creates an emotional connection that sells just as well — and often better — than traditional messaging.
Today’s joyful brands are selling much more than just products. At their best, companies that market with joy sell an energy, a lifestyle and, most importantly, an irrepressible sense that anything remains possible even in challenging times.
Joyful Marketing in Cannabis: Key FAQs on Strategy and Success
Why are cannabis brands using joy as a marketing strategy?
Cannabis brands are embracing joy as a core marketing strategy to counteract fear-based narratives and regulatory uncertainty. By focusing on optimism, connection, and celebration, these brands create emotional resonance with consumers, fostering brand loyalty and positive public perception.
How does playful marketing impact cannabis consumer behavior?
Playful marketing in cannabis strengthens consumer recall, increases engagement, and builds long-term brand affinity. Consumers, especially Gen Z, respond to campaigns that create a sense of belonging, playfulness, and cultural relevance, making joy-driven branding highly effective.
What are some examples of joyful cannabis marketing campaigns?
Brands like Gotham, Gramlin, Edie Parker, and Kiva Confections have successfully infused joy into their campaigns. Gotham’s “High Love New York” celebrates community pride, Gramlin embraces playful chaos, Edie Parker adds high-fashion glamour, and Kiva Confections creates unexpected, fun collaborations.
How can cannabis brands incorporate joy into their marketing?
Cannabis brands can incorporate joy by embracing cultural moments, using vibrant and playful branding, and telling stories that celebrate positivity. Strategies include nostalgic imagery, humor, interactive campaigns, and collaborations that evoke happiness and inclusivity.
Why is emotional storytelling important in cannabis marketing?
Emotional storytelling helps cannabis brands reshape public perception, break down stigma, and create deeper connections with consumers. Campaigns that tap into joy and human-first storytelling resonate more effectively than traditional product-focused marketing approaches.
