A marijuana dispensary in Gardiner, Maine, is offering to give consumers a free bag of the now-legalized smokeable in exchange for a little bit of community service.
Inspired by a successful tactic used in Colorado, store owner Dennis Meehan is offering clients some free product in exchange for a bag of trash. With the goal of cleaning up the community, citizens are invited to collect garbage from the downtown core to receive a high-demand reward. The clever marketing tactic aligns the store's, and subsequently the marijuana users' values with that of community action and positive initiative.
This brand activation serves as an example of the marijuana industry attempting to transform its image from a culture of partying to that of a community-focused lifestyle brand.