How Mainstream Can Marijuana Branding Become?

How Mainstream Can Marijuana Branding Become?

FacebookLinkedInTwitter

With the possible exception of some remote residents of Tristan da Cunha, everybody knows Snoop Dogg loves marijuana. Really loves it. It comes through in every aspect of his persona, from his lyrics, to his attire, to his laid back approach to rapping. Now with Marijuana seemingly on the verge of mass legalization, Snoop hopes to share his love of the sticky icky with the world, through his new line of Snoop branded marijuana.

To create the brand, Snoop turned to well known branding agency Pentagram. With Marijuana taking many parts of the United States by storm, it’s no surprise that a mainstream agency would jump at the opportunity to get in at the ground floor of a potential boom. This all begs the question, though: just how far marijuana branding can go.

It is instructive to contrast the rise of marijuana against the decline of tobacco. In the 1950’s, tobacco clients were some of the most sought after clientele in all of advertising. Tobacco’s messaging was cheerful, ubiquitous and as mainstream as Lucille Ball.

Marijuana, on the other hand, only turned up in cringe worthy anti-drug films like Reefer Madness or the occasional t-shirt of someone who wanted to show just how edgy they were. It was as counterculture as the communists.

Today the precise opposite dynamic exists. Tobacco is a total pariah, the loveable dromedary Joe Camel relegated to the ashtray of history, and tobacco is only referenced by the Surgeon General and that guy you knew in high school that would smoke in the bathroom. Marijuana on the other hand, is hot. As Pentagram’s brand design indicates, marijuana is as clean, hip and very much a part of urbane sophistication as an iPhone.

How long will marijuana’s positive star turn continue? Marijuana, after all, contributes to the very same health effects that tobacco does – along with some others. Despite its ubiquity, alcohol advertising must navigate territory that traverses beverages enjoyed for centuries vs. chronic disease and social ills created by its overuse and abuse.

Like alcohol, will we be seeing an “official marijuana sponsor of the NFL” any time soon? Given some of the dope enthusiasts currently playing the game, anything is possible. Then again, the truest test of Mr. Dogg’s success in branding his marijuana will depend on whether he can drive user preference and command a premium. Time will tell, but the purveyors of Desert Dragon Kush and Beast Mode will likely not cede their market share quietly.

Now It’s Your Turn
FacebookLinkedInTwitter

Brand Strategy, Brands, Corporate Culture, Employer Branding
CFOs Don’t Know How to Dress

It’s all too easy to focus on keeping up rather than standing out. Like CFOs who don’t know how to dress, you risk you blending in with the herd. We all know the downsides of focusing on securing a reservation at the hottest restaurant, wearing the right clothes and surrounding yourself with the kind of […]

Learn More
Corporate Culture, Culture, Employee Engagement
Using Organizational Structure to Build Collective Corporate Culture

When thinking of ways to inspire and enlist your workforce, some focus first on the flashy perks like higher salaries, work from home policies and generous PTO benefits. Others weigh into the corporate perks arms race of amenities like free food and massages. As important as compensation and workplace amenities can be, organizational structure also […]

Learn More
Corporate Culture, Culture, Employee Engagement, Employer Branding, Organizational Development
Symbolism Lessons from Peru

Travel is always enlightening. By stepping out of the ordinary routines of our everyday lives, we’re able to gain a fresh perspective on the day-to-day concerns and troubles facing us back home, returning refreshed and inspired to begin anew. But individual travelers aren’t the only ones who benefit from a traveler’s mindset. In an increasingly […]

Learn More
Corporate Culture, Culture, Employee Engagement, Organizational Development, Strategic Branding
Lessons in Leadership Driving Company Culture

As the post-Covid return to work builds momentum, leaders are faced with a myriad of workplace challenges both familiar and new, including managing supply chain shortages, talent turnover, recruitment and maintaining consistent communication through sometimes fully remote workplaces. Aligning multiple teams and people around a unified corporate culture is always difficult work, and conflicting leadership […]

Learn More

Ready to talk about how your brand and culture can do more for your business?

Let's talk
Let's talk