ROLLING WITH SETH ROGEN
We got serious ink for a new rolling paper line from Houseplant and OCB.
CELEBRITY COLLAB
PRODUCT LAUNCH
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.
A HIGH-IMPACT ROLL OUT
From producing a Meet & Greet with Seth at CHAMPS to sending Esquire to France, we told stories that created a new consumer appreciation for quality rolling paper, built buzz for a newcomer brand, drove social media conversations, and converted interest to orders.
