Patricia Arquette stars in new Pride campaign from Cann and Weedmaps

The new campaign celebrates "queer joy, inclusivity and cannabis"

Cannabis beverage brand Cann and Weedmaps have partnered on a new Pride campaign that features Patricia Arquette and a host of stars celebrating “queer joy, inclusivity and cannabis.”

Arquette joins Gus Kenworthy, Sarah Michelle Gellar, Kornbread, Kerri Colby, Jorgeous and more in the original song and music video, dubbed “Taste So Good.”

Arquette is also the co-founder of the Los Angeles-based cannabis consumption lounge Fantom Flower, which is set to open next year. Arquette told Vanity Fair that her work in cannabis is about highlighting how “cannabis has been an element of cultures, throughout time.”

For herself, growing up in California, cannabis was often front and centre, even at home.

“I have an interesting history with cannabis, I guess, in that my dad was a real stoner growing up,” Arquette told Vanity Fair. 

“Weed was kind of always a bit of a conversation around the house.”

Cann, which raised $35 million earlier this year ahead of its launch in Canada, produces a range of flavoured beverages, each containing 2 mg of THC and 4 mg of CBD.

The ad campaign is meant to be “a rallying cry and anthem for a movement focused on radical inclusivity,” according to a press release.

“As a queer-founded brand, it was a dream come true to work on this campaign with the most amazing tribe of queer icons and celebrity allies to introduce the new Lite flavours while championing our message of equality for Pride,” said Luke Anderson, co-founder of Cann.

Juanjo Feijoo, CMO of Weedmaps, said the company was eager to be part of a campaign that promotes ” inclusivity within the cannabis economy.”

“We share a similar vision and understand the importance of standing up for this community to ensure everyone feels welcome and accepted in the cannabis industry and empowered to grow their business,” Feijoo said.

“We’re excited to rally behind bold and impactful LGBTQ+ voices and advocates in an effort to further support and provide opportunity to this important community.”