Loyalty, No Billboards Needed

Every CPG exec wants loyalty. 710 Labs earned it in the most restricted category — without a single billboard.

Founded by Bradley Melshenker, 710 Labs was built for true cannabis connoisseurs, the ones who seek it out like collectors hunt vintages, not just the weekend consumer looking to blow off some steam. Their cultivation and extraction standards feel closer to Burgundy than dispensary shelves.

But what’s more interesting is how they’ve built the brand in one of the most restricted categories:

➕ Market launches through private dinners. Chefs, artists, musicians, and athletes around a table. Ideas traded as freely as dishes. One dinner even sparked Fuseli — a pasta-inspired joint filter that became brand lore. Tactics usually reserved for spirits brands.

➕ Scavenger hunts. Instead of ad campaigns, they drop coordinates. Fans race across cities chasing coveted merch. I saw one firsthand — adults sprinting like kids to be the first to find the hidden prize.

➕ 710 Labs treats access like a mission. Free product for cancer patients and early clinical studies are already in motion.

No marketing campaigns. No billboards. No glossy ad buys. Just community, creativity, and cultural currency.

In a space full of hype and muddled product information, 710 stuck to discipline: product first, community second, everything else later. For CPG leaders, that’s the clear message.

Even in the most restricted categories, creativity and discipline build what billboards never can: enduring loyalty.