How advertisers are building up their cannabis ad budgets as marijuana regulations loosen

May 9, 2023
AggregatedNews
Marketing
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This past 4/20, Gbemi Maiyegun was surprised to see just how many mainstream brands were celebrating with cannabis-friendly ads, partnerships and marketing messages.

There were the usual suspects like Jack in the Box and Ben & Jerry’s (whose campaign called for justice regarding long-standing records for cannabis-related convictions), but also newcomers like Red Lobster and BIC, which partnered with Willie Nelson and Martha Stewart for a cannabis-themed campaign. Seemingly, cannabis-friendly brand partnerships and marketing messages are part of a growing trend as cannabis usage becomes more normalized in the U.S, according to Maiyegun, an independent brand strategy professional and co-founder of Weed for Black Women, an online community.

“From the conversations that we are having, it is evident that there are a lot of companies that are being more open,” she said, referring to an uptick in partnership inquiries for Weed for Black Women. “I’m definitely seeing a lot more openness to the collaboration from these brands.” (She declined to name which companies specifically as those deals have yet to solidify.)

Historically, cannabis brands were considered taboo, relegated to advertising via influencers, owned newsletters or on digital platforms with ambiguous copy. The normalization of cannabis usage has been an uphill battle, with restrictions on both a legislative and advertising level. But within recent months, states like Minnesota, Delaware and New York have relaxed cannabis-related restrictions.

[Read More @ Digiday]

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