With Marijuana Going Legit, Marketing Blitz Takes a Hit
Mention marijuana advertising to anyone who was alive in the 1970s, and you might draw out of them a famous Cheech and Chong jingle.
“No stems, no seeds that you don’t need,” goes the ditty, “Acapulco Gold is” — cue sound of someone toking on a joint — “badass weed!”
It was a joke at the time, but cannabis cultivators and dispensary owners across California are in a rush to polish their brands and come up with a campaign as effective as that one. Who, after all, hasn’t heard of Acapulco Gold?
But with California voters expected to legalize recreational pot on election day, some critics and health experts aren’t amused. They say Proposition 64’s lax rules on marketing, and the inevitable competition for customers, can only drive more drug use — yielding a bigger windfall for the state under its 15 percent pot tax, but also more damaging side...
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