A California Cannabis Purveyor Takes on the Marijuana Stereotype
Who are you calling a stoner?
MedMen, a large Southern California retailer known as “the Apple Store” of cannabis, will launch its most ambitious marketing campaign to date—on 4/20, naturally. In the new ads, MedMen seeks to dispel the myth that all marijuana users are just a bunch of “Cheech & Chong” slackers. The new push, called “Forget Stoner,” is a continuation of a progressive campaign that first debuted in January.
According to AdWeek, “’Forget Stoner,’ in the vein of the previous ‘Faces’ campaign, features a police officer, former NFL player, triathlete, physicist, nurse, entrepreneur and teacher, among others, in a series of clean and simple portraits against warm red backgrounds. So ‘grammable!’”
The company, which already offers 18 locations in three states, hopes the new ads will expand the public’s perception of the average marijuana user while promoting the heath benefits of cannabis and CBD products.
“Our campaign is all about celebrating that diversity and broad level of interest,” CMO B.J. Carretta says. “There is something for everyone, and it is time to move beyond dated labels that don’t reflect the realities of today.”
Get a look at the campaign here.
The local effort to save the Peninsula’s rich kelp beds from overpopulating sea urchins.
When Andrew Szabo, a 46-year-old Manhattan Beach entrepreneur, told his wife that his midlife crisis involved the purchase of an ocean kayak and the desire to paddle from MB to Tijuana, her reaction was simple: “Have a good trip, and make sure your life insurance premiums are paid.” What followed were three months of intense preparations, a life-changing journey and becoming part of the global battle to raise awareness for tuna overfishing.