Why do we love (and love to hate) celebrity weed brands?

Why do we love (and love to hate) celebrity weed brands?

Celebrity endorsements have long served as an effective marketing tool for brands looking to reach large target audiences in a single swoop.  For normal, federally legal industries, like sports, fashion, and beauty, it’s a straight shot from the celebrity or influencer endorsement to the pipeline of consumerism. Unless a Kendall Jenner/Pepsi-esqe fiasco occurs, there’s little risk for the celebrity or the brand in terms of backlash. Everyone makes a ton of money and voila. But what happens when the industry itself is not only federally illegal, but occupies a polarizing space in the matrix of public acceptance? In addition, what if the audience of this industry was largely composed of a wary subculture eager to expose the celebrity, as well as the brand, for being inauthentic, illegitimate, or worst of all, uncool? Celebrity marketing in cannabis requires a unique approach to the idea itself, as well as a unique celebrity to ensure a brand or product’s success.  Aside from a countercultural fanbase, the celebrity needs to be viewed as knowledgeable and heavily involved in creating the cannabis products themselves. If not, the collab will be viewed as bandwagon-hopping,  making both the celebrity and the brand the butt of every joke in the weed world.  It’s not enough for a rapper to simply slap their name on a pre-existing strain and call it a day. That’s been done to death. To make a splash and gain the industry’s respect, the celebrity either has to start their own cannabis brand, or partner…

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Source : Marijuana.com
Link to original : Why do we love (and love to hate) celebrity weed brands?
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