The 'I'm High Right Now' Campaign Promotes Cannabis Use Among Boomers
Kanesa David — May 30, 2023 — Marketing
References: cannabismediacouncil & bandt.au
The "I'm High Right Now" initiative was developed to challenge common misconceptions surrounding the use of cannabis. In collaboration with Sister Merci, Receptor Brands worked together to produce this campaign. The campaign is based on the principal that it is crucial to engage overlooked demographics, particularly older generations, who have been significantly misinformed about cannabis and its products. These individuals have the potential to benefit greatly by rediscovering and understanding these products.
“While almost fifty percent of U.S. adults have tried cannabis, there is an opportunity for older adults to engage more directly with dispensaries and regulated products,” said Allison Disney, Cannabis Media Council Board creative lead. “We need to show publications and media outlets that the cannabis industry is serious and mature, has resources and will purchase ads. That will encourage more publishers, previously apprehensive to support cannabis, to run our ads and marketing messages. This campaign is the first step to achieving that goal.”
Image Credit: Cannabis Media Council (CMC), Sister Merci, Receptor Brands
“While almost fifty percent of U.S. adults have tried cannabis, there is an opportunity for older adults to engage more directly with dispensaries and regulated products,” said Allison Disney, Cannabis Media Council Board creative lead. “We need to show publications and media outlets that the cannabis industry is serious and mature, has resources and will purchase ads. That will encourage more publishers, previously apprehensive to support cannabis, to run our ads and marketing messages. This campaign is the first step to achieving that goal.”
Image Credit: Cannabis Media Council (CMC), Sister Merci, Receptor Brands
Trend Themes
1. Boomer Cannabis Use - The 'I'm High Right Now' campaign signals a growing trend of older generations rediscovering cannabis and its products.
2. Engaging Overlooked Demographics - The 'I'm High Right Now' campaign highlights the importance of engaging older generations who have been significantly misinformed about cannabis.
3. Cannabis Industry Advertising - The 'I'm High Right Now' campaign is an effort to encourage more publishers to support cannabis ads and messages, signaling a trend towards more mainstream advertising for the industry.
Industry Implications
1. Cannabis - Companies in the cannabis industry should target older generations and invest in advertising to reach this demographic.
2. Advertising - The cannabis industry presents a new advertising opportunity for publishers previously apprehensive to support it.
3. Media - Media outlets should consider the potential benefits of accepting cannabis advertising and supporting the industry's efforts to reach overlooked demographics.
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