The world's most iconic cannabis brand needed a digital operation built to match.
Cookies didn't become the most recognizable name in cannabis by accident, it was built on culture, community, and an unrelenting commitment to quality. But scaling a cannabis brand at the level Cookies operates comes with real complexity: multiple product lines, over 50 dispensary locations across the globe, platform advertising restrictions that require creative navigation, and a collaboration calendar featuring some of the biggest names in music and entertainment. Verticals Agency was brought in to build the digital infrastructure that could handle all of it, bringing consistency, cohesion, and strategic muscle to every dimension of the Cookies brand.
Services Provided
Advertising
Creative, compliant digital advertising that cut through platform restrictions and drove real results across product launches, dispensary openings, and collab campaigns.
Licensing & Collaborations
End-to-end management of Cookies' celebrity and brand collaboration campaigns, from strategy and rollout to digital amplification across every channel.
Consulting
High-level strategic guidance that helped Cookies navigate the unique challenges of scaling a cannabis brand in a complex and rapidly evolving digital landscape.
Influencers
Influencer programs built to extend the Cookies brand authentically, reaching cannabis consumers and culture enthusiasts through voices they already trust.
Lifecycle, CRM, Email, & SMS
Direct-to-consumer messaging that built loyalty, drove in-store and online purchases, and kept the Cookies community engaged between drops and launches.
Social Media
A centralized social media system that managed brand-level content while maintaining a consistent voice and visual identity across dozens of individual dispensary locations.
Strategy
A unified digital roadmap that connected product marketing, retail expansion, collaborations, and community, all under one cohesive brand vision.
Web, CRO, Optimization
A conversion-optimized web experience built to serve both the brand and the dispensary network, turning digital traffic into in-store visits and online revenue.
Marketing a global cannabis brand is a different kind of challenge.
The Scale
50+ locations. Multiple product lines. One brand. Cookies came to us with a marketing challenge most agencies have never encountered, scaling cohesive digital marketing across a global dispensary network, multiple product categories, and a brand identity that had to stay sharp at every touchpoint, in every market.
The System
Built for consistency. Designed to scale. We built a repeatable, systemized approach to social media and digital marketing across Cookies' dispensary locations, giving each location the tools and content to show up consistently online while keeping the brand vision unified across the entire network.
The Culture
Cannabis, music, and the people who define both. Cookies lives at the intersection of cannabis and culture, and their collaboration roster proves it. We managed the digital marketing behind campaigns with Snoop Dogg, Rick Ross, Erykah Badu, Ozuna, and more, making sure every partnership reached the audiences it was built for.
Every dimension of the brand. Every dimension of the marketing.
Cookies doesn't operate in one lane, and neither did our work for them. From product marketing and retail expansion to celebrity collaborations, our strategy was built to serve every arm of one of the most complex brands in the cannabis industry.
Cannabis marketing requires a different kind of agency.
The cannabis industry operates under a unique set of rules, platform advertising restrictions, compliance considerations, and a consumer base that can spot inauthenticity from a mile away. At Verticals Agency, we've built our cannabis marketing practice around all of it. We know how to navigate the restrictions, build community within them, and deliver digital strategies that grow cannabis brands and dispensaries without compromising the culture that makes them what they are. Our work with Cookies is the clearest proof of what that looks like at scale.
“I’ve worked with Nima & Verticals Agency for over a decade and they always go above and beyond. They consistently deliver results for me and have been a integral part of my career.”
"Nima and the team hit the ground running from day one and felt like a natural extension of the global Cookies team and ecosystem. Their deep expertise, flexibility, and collaborative approach helped us successfully launch and grow audiences for our Corporate and branded retail experiences while driving traffic and engagement across our stores nationwide."
