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
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