What is a responsible marketing code of practice for cannabis?

In the U.S., leading cannabis brands have taken it upon themselves to get ahead of grey-market legislation by creating an in-house code of marketing practice.

One of the first cannabis companies to do this is the award-winning Cresco Labs who sell flower and resin, online and in stores nationwide. They also offer a variety of lifestyle brands including Mindy’s restaurant-quality edibles.

Their list of marketing and advertising guidelines is long but the thrust of it is that they promise not to sell to anyone under-age.

Fair enough. No one wants to do that.

The Cronos Group is another company that’s created its own code, and the very beautifully designed press pack makes one thing very clear: they target adults. Only adults. No one but adults.

In an article for Fortune, Kurt Schmidt, president and CEO of Cronos Group, explains the thinking behind the marketing code.

“As an industry we need to prove our actions are aligned with our conduct,” he writes. He points out he has lots of experience in the pharma and consumer goods spaces, and it shows.

So far, Cronos canna-brands include Peace+, Peacenaturals, Lord Jones, and Happy Dance, all different CBD products; and Cove, a range of THC products. Their branded websites are painfully cool.

The Cove site is futuristic in style, very slick. Waves, vapes, block colors. My first thought: “I’m a woman; this page isn’t for me.” Scroll down, and the copy promises strains that “give you a moment to stop and catch up with yourself.”

What’s that now?

In my 30 years of cannabis use, I’ve never heard a guy say, “I love cannabis because it gives me a moment to stop and catch up with myself.”

The strains have names like Reflect and Rest. The colour scheme is pink and green. Definitely for women.

OK, some nice-looking products.

But here’s my problem.

They call their flower “craft cannabis” and yet, it’s all indoor-grown. Their oils don’t list the full ingredients. And if it’s CO2 extracted, why isn’t 100%? What’s it mixed with?

What was the crop like? Who’s growing it? Why does the website have zero personality? Why do I get the feeling the weed is grown by robots?

I’d question whether these guys have actually ever spoken to a cannabis user or if they employed some emo-marketing tweek to write the copy, and trusted her because she’s got tats and a sullen demeanour … I don’t know?

What marketing code is at play here, Mr. Schmidt?

Where are the cultural references? The characters, films and songs we love? Where’s the staff? The company ethos? The love of the plant?

The production line? The workers in hairnets? Where’s the family? The soil? The fields? The sunlight? The connection to nature? Where’s the spirit of cannabis?

FYI Placing a cool shot of a vape next to a wave is not the spirit the cannabis. It’s marketing 101 and it connects with no one.

Kind of like your code of marketing practice, Mr. Schmidt.

Pity the code doesn’t say something besides the blindingly obvious.

Pity it’s not a call to action that sets a standard for upcoming canna-brands.

Pity it doesn’t show Cronos as a leader who supports the efforts of smaller craft farmers.

It’ll be no surprise if the code fades unnoticed by anyone but the crones on the Cronos board. The people it was written for …

This is the opposite of responsible cannabis marketing.

I’d wager it’s also the reason why more than 80% of Canadian weed is rotting in warehouses since legalisation in 2018.

Why?

A total failure to know, understand and connect with the real cannabis user.

WHATEVS.

You don’t have to do things the same way.

Fact is: this is a huge opportunity for your brand to do things differently.

To embrace the real audience for cannabis – the regular cannabis users that industry reports demonstrate are the most profitable cannabis market.

A responsible cannabis marketing campaign is one that targets regular users and talks to them in a way they can relate to about a plant they know and love.

It’s how to give your brand the edge.

The best way to build an effective marketing campaign is to work with a copywriter who is a long-time user and knows cannabis.

If you’re ready to launch a campaign that connects with regular users, click this link, and let’s set up a time for a call.

I look forward to hearing from you.