Cannabis Brands Leverage for Marketing Amid Advertising Restrictions

LOS ANGELES- The Super Bowl presents a significant opportunity for cannabis businesses to enhance brand and product awareness, despite existing advertising limitations. While traditional advertising channels during the Super Bowl remain inaccessible to cannabis companies due to federal regulations and network policies, many brands have adopted alternative strategies to capitalize on the event’s massive viewership.

Innovative Marketing Approaches:

• Product Launches and Collaborations: Brands like Good News Cannabis have introduced special products timed with the Super Bowl. For instance, they partnered with chef Asia Mei to develop a THC-infused Asian barbecue wing sauce, available at select dispensaries in Illinois and Massachusetts.
• Event Sponsorships and Activations: Companies such as Storz & Bickel and Good Day Farm have sponsored events in Super Bowl host cities, offering product demonstrations and engaging with consumers directly. These activations provide platforms for brand exposure without traditional advertising.

Challenges in Mainstream Advertising:

Despite the growing acceptance of cannabis, mainstream advertising during events like the Super Bowl remains challenging. Networks have consistently rejected cannabis-related advertisements. For example, in 2019, CBS declined an ad from Acreage Holdings that highlighted medical cannabis benefits.

Similarly, in 2022, NBC rejected a commercial from Weedmaps that addressed cannabis censorship, even though the ad did not promote cannabis products directly.

Industry Perspective:

Industry leaders emphasize the need for continued advocacy to change advertising policies. Chris Beals, CEO of Weedmaps, highlighted the irony of allowing ads for alcohol and sports betting while excluding legal cannabis businesses. He stated, “There’s an irony in the fact that the biggest night for advertising will feature an array of consumer brands in regulated industries, from beverage alcohol to sports betting, yet legal cannabis retailers, brands, and businesses have been boxed out.”

As the cannabis industry evolves, companies are finding creative ways to associate with major events like the Super Bowl to boost brand visibility. While traditional advertising avenues remain restricted, alternative strategies such as product collaborations, event sponsorships, and digital campaigns are proving effective in reaching and engaging target audiences.