Sanity Group receives investment from ProSiebenSat1
The investment sum is in the single-digit million range. In return, the Berlin-based start-up will receive advertising space, which it intends to use primarily for the Vaay and This Place brands.
The Sanity Group receives a media-for-equity investment from Sevenventures, the investment arm of the ProSiebenSat1 Group. The sum is in the mid-single-digit million range, in return for which the start-up will receive advertising space. The Berlin-based company intends to use the advertising time purchased primarily for the two brands Vaay and This Place, whose products are based on CBD.
Finn Hänsel founded the start-up in 2018 together with Fabian Friede, both of whom met at Rocket Internet's company The Iconic. All of the Sanity Group's brands use the non-intoxicating part of the cannabis plant. Last year, the start-up raised 20 million euros from renowned investors such as Holtzbrinck Ventures and Cherry Ventures.
The advertising is intended to reach people at the right time. "We reach them with our message via the TV channels at exactly the moment when they want to relax. The collaboration enables us to further expand our advertising measures for VAAY and This Place in a high-reach environment," says CEO Finn Hänsel about the target group.
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