Canadian marketing talent is rushing into cannabis, despite, or perhaps because, the country has a near-total ban on marijuana advertising.

  • AdWeek sums up the rules: “Don’t advertise anywhere it can be seen by minors (so basically all traditional media, events or sponsorships); no influencers, animals or mascots; and don’t depict glamour, vitality, enthusiasm, risk or boldness. So, y’know, no fun.”
  • Zack Grossman, a senior executive who joined FIGR: “To be a part of building the next Molson or Labatt—it would be great to look back in 30 years and say I helped build that.”
  • Grossman again, “Some platforms are able to capture the ages of their users and produce a prequalified list of people that we can communicate with. Typically, that data is captured when users sign up for an account, for example. Other platforms have age-gating built right in and require audiences to self-identify their age before they can even access the content and any advertising we may have within.”
  • The other key component of Canadian cannabis marketing is consumer “education.”

Quick Hit

  1. Customers aren’t necessarily ready to pay more for organic-style cannabis. Cannabis shouldn’t officially be called organic since the term is regulated by the federal government.