The rock legend will serve as a consultant and spokesperson for the marijuana brand.
In his new role, Simmons will leverage his media and branding expertise to develop a public awareness strategy and branding strategy that will be implemented ahead of Canada’s anticipated marijuana legalization. His responsibilities will include marketing consultation, acting media spokesperson and participating in the company's’ annual general meeting, investor meetings and other corporate events.
"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," says Dan Kriznic, chairman and chief executive officer, Invictus. "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
Simmons rose to fame as the frontman for legendary rock band KISS. In addition to his musical pursuits, he participated in a reality series, managed the recording career of Liza Minelli, is credited with discovering Van Halen and is a founding partner of restaurant chain Rock & Brews.
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