 American views on marijuana are becoming more and more accepting and celebrities and brands are getting in on the Mary Jane campaign.){kind=link}
Celebrities + Marijuana = A Great Marketing Campaign
Lately the topic of weed has been doing what the drug does best: getting everyone to relax. With each passing day (and each legally passed joint) American views on marijuana are becoming more and more accepting and celebrities and brands are getting in on the Mary Jane campaign.
With 58% of Americans favoring the legalization of marijuana in a 2013 Gallup pole, it seems the government’s restrictions on the drug will soon go up in smoke. This new outlook on weed has been largely supported by many celebrities and brands that are no longer hiding their affinity for marijuana. Stars including Miley Cyrus and Rhianna have received quite a bit of attention for their blatant use showcased on stage or on their social media accounts, while unexpected celebrities have alluded to their use in interviews. During an interview on Bravo, America’s own domestic queen, Martha Stewart, admitted to knowing “how to roll a joint,” while Jennifer Aniston told Rolling Stone that she uses the drug “in moderation.” With such prominent influencers in the media admitting to use, the taboo around the drug seems to be dissipating.
The legalization of marijuana in states such as Colorado and California, has already spurred a new industry for the product and entrepreneurs and investors are taking note. Celebrities including Snoop Dogg and Willie Nelson are taking advantage of the new market by developing their own products and investing heavily in startups such as Eaze, a weed delivery service.
This year, some major brands showed just how relaxed their PR regulations have become by engaging the cannabis crowd on April 20th, aka Marijuana Appreciation Day. Big names, like the family-friendly Pepsi Co. and music streaming company, Spotify, utilized social media to recognize the day. Their posts were eaten up by the audience (probably a bad case of the munchies), and have potentially paved the way for more weed related engagement. With a growing acceptance and market in the weed industry, it seems inevitable for companies to acknowledge and utilize the drug’s following.
To the rest of the world that is still adamantly protesting legalization of the drug, celebrities and brands alike seem to be saying, “Dude, just chill.”
LMS is a strategic marketing company that forms successful partnerships between startups and influencers. Want to learn more about what LMS can offer?
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