Green Rush Brand is pursuing a celebrity endorsement deal with reggaeton artist Nicky Jam to build their cannabis brand. With over 10 million social media followers and Latin Grammy wins, Nicky Jam has significant influence that could attract new cannabis users and boost sales. Green Rush plans to create Nicky Jam branded cannabis vape pens, flavors, and packaging that leverage his image and popularity. In exchange, they will pay him an upfront fee, yearly royalty minimum, and ongoing 7% sales royalties to promote the products through his social media and music career.

1. Green Rush Brand ltd.
Core Marketing Strategy
03/29/2016

2. Celebrity endorsement
Definition: A type of advertising defined as a well-known person using
his or her fame to help promote a product or service. Celebrity
endorsements can help build a brand, attract new users, and influence
consumer purchases.

3. Added Value
• Build a brand – The business model of Green Rush Brand is not top
promote our company name, but to build a brand around the artist
himself
• Attract new users – The users of THC who are fans of the artist will
inadvertently be driven to purchase his brand above others. In
addition, non-users will be more open in trying the product
• Influence consumer purchases – Non fans of the artist will be driven
to purchase the endorsed products over others due to in-store
consumer experience

4. Artist In Focus
Nicky Jam
Name: Nick Rivera Caminero
Birthday: March 17, 1981 (age 35)
Genre: Reggaeton
Occup.: Singer/Songwriter
Assoc.: Daddy Yankee
Enrique Iglesias
Hector & Tito
RKM & Ken-Y
Yaga & Mackie
Magnate & Valentino
Lito & Polaco
Web: nickyjampr.net

5. Artist In Focus
Nicky Jam
Label La Industria
Publisher Sony/ATV
Agents CAA
A Awards 2015
Premios Tu
Mundo[8]
Party-Starting
Song
Won
Latin American
Music Awards[9]
Song of the Year Won
Favorite
Collaboration
Won
Favorite
Streaming Song
Won
Latin Grammy
Awards[10]
Best Urban
Performance
Won
NRJ Music Awards
International
Group/Duo of the
Year
Nominated

6. Social Media Influence
https://twitter.com/nickyjampr
1 190 000 followers
https://www.facebook.com/NickyJamPR
19 318 051 Fans
https://www.instagram.com/nickyjampr/
9 500 000 followers

7. Brand Identity

8. Current Endorsments
Nicky Jam Collection by Aqua Master

9. Why Nicky Jam
• Huge latin American Influence
• Top 40 hit – pop music influence
• Huge social media following
• Rising star, great music publisher
• Strong PR team
• All around appealing, fun, young, happy style
• Clientele is cleaner and bigger spenders
• Raggaeton has a Cannabis Culture

10. The Nicky Jam market
• Raggaeton appeals to a market of bigger spenders in terms of music
consumers
• Latin and raggaeton consumers prefer classier products such as
perfumes, watches, designer clothes and luxury vehicles
• Latin Americans make up 1/10 total consumers in recreational
markets and 3/10 in California
• Top 40 hit ‘’El Perdon’’ reaching a broad audience
• Global reach into Latin America, South America and the Caribbean

11. How will we use his name
• We will create a brand specific to Cannabis Vaping with the Nicky Jam
identity
• We will develop a strain and flavour mix, specific to his requirements, best
reflecting his consumer base
• We will use his social media following to advertise through product
placements
• His PR team will push the Nicky Jam Vaping products through music
advertising and cannabis channels (Billboard, High Times, etc.)
• We will develop a display and packaging with the imagery to grab attention
and transfer sales from lesser known brands.
*think Mountain Dew and Doritos when you walk into 7/11

12. Pay Structure
• Cash/Equity up front
• Guaranteed yearly royalty minimum
• 7% royalty on sales

13. Nicky Jam Vape Pens
Examples of the type of vape pens Nicky
Jam will endorse