Rock legend Gene Simmons, a notorious stickler for anything drug-related, has finally crossed over to the dark side.
Or, more accurately, the green side.
Invictus, a Canadian cannabis and fertilizer company, announced on Monday that Simmons will serve as the Chief Evangelist Officer of their rapidly expanding business.
Changing His Tune
Throughout his illustrious career, Simmons has been a traditionalist when it comes to mind-altering substances. But much like the majority of Americans today, Simmons has changed his view when it comes to cannabis.
So much so, that he is now tasked with the responsibility of building the Invictus brand as it attempts to gain traction in the soon-to-be competitive Canadian cannabis industry.
Following several initial roadblocks, recreational marijuana is expected to be fully legalized in Canada sometime in the fall of 2018.
Invictus’ chairman and Chief Executive Officer Dan Kriznic believes Simmons’ worldwide popularity and track record of successful marketing will help launch his company to new heights.
“Gene Simmons is a branding and merchandising genius, who not only created one of the most iconic bands of all time but has spent decades building successful brands internationally in various industries,” Kriznic said in a statement.
“Gene will lead marketing initiatives that will help spread the positive messages that dwell at the heart of Invictus in accordance with the strict regulations of Health Canada’s Access to Cannabis for Medical Purposes Regulations, the Food and Drugs Act and the Narcotic Control Regulations.”
In addition to co-founding the wildly popular rock band KISS, Simmons has launched several other successful business ventures.
These include the hit celebrity reality television show, ‘Gene Simmons Family Jewels’, his own soda brand, ‘MoneyBag Sodas’ and the global restaurant chain ‘Rock & Brews,’ amongst