As it stands with Health Canada, marketing cannabis may be more like advertising pharma than marketing beer (you know the ads, that don’t identify what a drug does, but list dire side effects). “Glamour, recreation, risk, excitement…” are among prohibited ad themes. Packaging is to be plain and uncolourful. But savvy marketers are already stickhandling the restrictions with imaginative ways to get their message across. Creative use of social media, event sponsorship, ancillary non-THC products like “hemp-inspired” beer – these and other approaches will be discussed in this panel of forward-thinkers.
Moderator: Jennifer McKenzie, Bereskin & Parr LLP