Jake Bullock of Cann: Redefining Social Drinking with a Category Breaking Brand

In this episode of CMO Weekly, host Haley Clover sits down with Jake Bullock, Co-Founder and CEO of Cann, the pioneering company behind the world’s leading THC-infused social tonic.Jake dives deep into how Cann is built to offer the "social lift of a drink" without conventional alcohol, positioning the brand squarely at the intersection of cannabis curiosity and sober curiosity.What You'll Learn in this Episode: From Wall Street to Cannabis: Jake shares his career journey, from a traditional business background in banking, consulting, and private equity at Bain Capital, to realizing his passion was building a "cool" global consumer brand from the ground up. The Power of Micro-Dosing: Discover Cann's core insight: why existing high-dose edibles (like gummy candies) were an inaccessible and intense experience for casual users. Jake explains how the brand's unique low-dose control and natural, bold flavor profiles were designed to create a social buzz where consumers feel great and can confidently moderate their intake, much like they would with alcohol. Competing with Alcohol: Learn about the brand’s mission to "change the way people socialize" by offering a healthier alternative to alcohol. Cann's customers report high rates of alcohol consumption before finding the product, proving its effectiveness as a true substitution in social settings. Marketing in a Regulated Industry: Jake discusses the challenges of driving creativity while navigating advertising restrictions and regulations. The Surprise of Authentic Storytelling: Hear about the brand campaign that exceeded all expectations: collecting "Cann Stories"—personal testimonials from customers. Jake shares emotional stories, including a mother who felt she was a "better parent" and an elderly couple in South Dakota who became loyal fans. The Future of Cann: The discussion covers the brand's vision to have a transformative impact on consumers' lives and the entrepreneurial lesson of not being "held back by the idea".