How To Market Marijuana

How To Market Marijuana

This story was originally published by

Will it be all grunge potheads in ads or high end luxurious marketing?

SHARE
THIS



On Tuesday, the family of deceased musician and celebrated marijuana user Bob Marley announced what it claimed will be the first global cannabis brand, Marley Natural.

Marijuana is a growth industry — and increasingly, a legal one. When the smoke cleared after the November 2014 election in the United States, two new states, Alaska and Oregon, as well as the District of Columbia had legalised the recreational sale of marijuana. They joined Washington and Colorado, which legalised pot in the 2012 election, as well as two dozen states that have decriminalised possession to accomplish something that hadn’t been done in 81 years — make an illegal drug legal.

Of course, the question remains: How will state residents be able to buy, sell, and use something that is still against federal law? But in the absence of enforcement action by the United States government, perhaps the better question is, what will the inevitable national market in marijuana shake out? Will it consist of grungy underground head shops? Designer weed boutiques? Or will “Big Marijuana” companies — perhaps the existing “big tobacco” powerhouses — muscle their way in and perpetrate “The Bud Light-ification of Bud,” as the New York Times suggested?

Those pursuing answers need look no further than the Mile High City and its surrounding environs, where the first great experiment in selling smoke is already under way. Marijuana for recreational use officially went on sale in Denver and across Colorado in January 2014.

Read the full article here.

Latest News

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018
  • Advertising
  • Media

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018

Digital player Sugar Agency has been crowned the winner of this year’s ‘Ads Are Better Rich’ competition by Fairfax Media. Launched by Fairfax’s chief revenue officer, Matt Rowley, at the company’s 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency. […]

Former APN Outdoor Sales Boss Launches OOH Consultancy
  • Advertising
  • Media

Former APN Outdoor Sales Boss Launches OOH Consultancy

An ex-sales director from APN Outdoor is trying his hand at consulting to advertisers looking to spend some coin in the out-of-home market. After 13 years at APN leading its national direct sales and then its NSW agency sales teams, Tim Rose resigned from the business in shortly before it had agreed to be sold […]

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account
  • Media

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]

US Culture Consultancy Opens Australian Office
  • Marketing

US Culture Consultancy Opens Australian Office

Consulting firm Ministry of Culture (MoC) has announced the expansion of its US-based business to Australia with a new office in Sydney. It is the first international office for the US group, which will focus on providing cultural transformation, consumer insights and culture creation to Australian and Asia-Pacific clients. MoC’s Australian founder, David Art Wales […]