Will Legal Cannabis Blaze the Airwaves of Video Marketing
After a second attempt as a state proposition California finally passed a recreational marijuana law in 2016 with Prop 64. The legislation will take over a year to iron out all the details in the various counties regarding distribution. However, before these laws could be worked out the governing bodies sought to regulate the potential new product’s visual advertising campaigns.
The language of California’s Prop 64 states that no ad for a cannabis product can be placed where no less than 71.6 percent of the viewers would be over the age of 21, the legal age for consuming recreational marijuana. This extends beyond video media into radio and billboard, print marketing as well. Currently in the United States tobacco advertisements are restricted from airing television ads but alcohol thrives in this industry. Whichever way recreational marijuana falls in this divide the potential for video marketing to the cannabis audience is far more widespread and accessible for other industries to target this market with newly seen thematic contents.
Colorado was one of the first states to pass recreational marijuana in 2013 and banned a pro-cannabis commercial from airing within the state during a the Super Bowl. What’s strikes as so odd about this ad https://www.youtube.com/watch?v=5vkATqxINYs is that it is not advertising for a specific marijuana product. There are no general beer commercials that tell you to drink more beer without tacking on a corporate label for a specific name product or brand line. Neither is this banned Colorado Super Bowl 2014 video an advertisement for consuming marijuana in smoke, edible or vapor form but a marketing tactic employed by CannabisOpportunity.com a middleman company selling information on how to generate income from the burgeoning industry of legal cannabis. The product Cannabis Opportunity is selling is as old as the American Dream and may border on a pyramid scam if investigated further.
However ridiculous the corporate mission statement of Cannabis Opportunity might be the tactic devised is an important feature of this new set of sales antics that will inevitably if it already hasn’t. Fast food has been on the trend of advertising to the “stoner” class or the munchies in all our appetites. Taco Bell spurned upon this niche with their “Fourth Meal” campaign suggesting there was an extra daily moment for food consumption that takes place when the consumer is out “partying” with no concern to a nutritious diet.
Fast food competitor Jack In The Box pushed the envelope with an add for their 2 tacos for 99 cents deal where an intoxicated young man drives a smokey van up to a late night drive through and reads a sign for the taco offer with a great bit of calculexia, the numeric cousin of dyslexia, or maybe he’s just high. https://www.youtube.com/watch?v=KZWc1tTKSws No regard to the fact the belligerent youth is committing a felony even in the newly regulated recreational state by operating a motor vehicle while under the influence of cannabis. All in all the humor of the ad lends to a bit of fun with this particular restaurant establishment. They know their demographics and will cater to them.
Are commercials for sugary cereals being consumed by giggling teenagers in a basement accompanied by corporate cartoon characters far off in the offspring of this 2016 election. Remember, California has Hollywood and an image to maintain the highest standard in video artistry. Will a Korovo Black Brownie, be advertised on Saturday Night Live with all its powerful twenty doses in four bites of chocolatey heaven or will these new cannabis companies be restricted to print media like tobacco as they currently are. No legal matter is stopping these companies from filming marketing content and distributing it online.