The Ultimate Haven for Unrestricted Advertising
For cannabis brands, promoting their product line in a way that allows them to control the messaging can be quite challenging. Many states have imposed restrictions that prevent cannabis brands from advertising on TV, print, or digital media. Additionally, major social media platforms like Facebook, Twitter, and Instagram have implemented strict limitations on targeting individuals and paying for ads.
However, the cannabis market is experiencing rapid growth, and in order to survive, cannabis brands must find innovative ways to gain awareness and stand out from the competition. It's a tough situation to be in when you're told you can't advertise. Fortunately, there is a highly effective solution for cannabis brands to capture consumers' attention - product placement. In this blog post, Hollywood Branded will delve into the world of product placement and how cannabis brands have successfully partnered with television, film, and music content over the years - plus you'll get our infographic!
Unconventional Marketing Strategies for a Popular Brand
Cannabis on screen is no longer limited to risk takers and hippie characters. With the increasing legalization of cannabis across states, particularly in California, the entertainment industry is embracing the hipness of marijuana. The new laws implemented in January 2018, which made it legal to purchase cannabis in California, have opened up a world of possibilities for film and TV content creators.
In the past, cannabis had a presence in movies, often associated with millennial-driven films like "Fast Times At Ridgemont High," "Dazed And Confused," "Dude Where's My Car," "Pineapple Express," or "Harold and Kumar Go To White Castle." There were also films that appealed to a middle-aged audience, such as "The Big Lebowski," "Super Troopers," or anything from the iconic duo Cheech & Chong. However, these movies were exceptions rather than the norm in the industry.
Now, cannabis is spreading its buds to content and storylines everywhere, providing a modern take on stoner comedies and dramas. The legalization of cannabis has shattered the social barriers surrounding its portrayal on screen. It has become a mainstream topic, transcending the outdated stereotypes and attracting a wider audience.
In this new era, cannabis brands have found innovative ways to market themselves, particularly through music artist partnerships. Music videos and song lyrics have become platforms for cannabis brands to connect with targeted, hip, and millennial audiences. While hip hop and rap have traditionally been the genres of choice for cannabis brand partnerships, other genres like country, pop, and rock also offer great opportunities. By expanding their partnerships beyond hip hop and rap, cannabis brands can reach new consumers who may not be as familiar with the hip hop culture. Collaborating with country artists, for example, allows cannabis brands to tap into a demographic that appreciates authenticity and values the laid-back lifestyle often associated with cannabis use. Similarly, partnering with pop and rock musicians introduces cannabis brands to audiences interested in alternative lifestyles and open to new experiences.
Television is another powerful medium for cannabis brands to make an impact. Unlike feature films, which can take up to 18 months to be released, TV shows often shoot and air within a few months. This fast turnaround provides an excellent opportunity for cannabis brands to reach a diverse audience through stoner comedy series like "Workaholics," "Broad City," "That 70’s Show," and "Trailer Park Boys." These shows have developed a cult following, appealing to both men and women with their witty scripts and relatable humor.
Beyond stoner TV, there is a growing trend of cannabis-centered storylines in hit shows like "Weeds," "Mary + Jane," "High Maintenance," "Humboldt," "Hollyweed," and "Disjointed." These shows offer a more realistic and nuanced portrayal of the cannabis industry, delving into the business and daily lives of those involved. As Hollywood continues to create content based on reality and current events, we can expect to see even more TV shows with cannabis storylines across various networks.
In addition to mainstream shows, there are also niche TV shows and web series that cater to specific markets with cannabis plotlines. For example, "Martha & Snoop’s Potluck Dinner Party" combines cannabis and food, while "Bong Appetit" explores the intersection of cannabis and culinary arts. Web series like "Cannabis Mom’s Club" and "Growing Up" provide a fresh perspective on the experiences of parents and children in the cannabis industry.
Cannabis also extends its influence beyond traditional television to podcasts like "Getting Doug With High" and "High Holidaze." These podcasts facilitate open discussions about cannabis culture, featuring interviews with industry experts, celebrities, and enthusiasts. Cannabis brands have the opportunity to be part of these conversations, reaching a diverse and engaged audience.
Overall, the content opportunities for cannabis brands in television and digital media are enormous. The growing acceptance and legalization of cannabis have led to an increase in shows exploring cannabis-centered storylines and incorporating the plant into their narratives. Whether through stoner comedies, realistic portrayals of the industry, or niche web series and podcasts, cannabis brands have a unique opportunity to connect with audiences and shape the perception of cannabis in popular culture.
If you're interested in celebrity endorsements, don't miss Martha Stewart's recent foray into this marketing strategy with Jack In The Box. The fast-food brand has cleverly jumped on the opportunity to grab late-night stoners who have the munchies. Check out our blog post "Celebrity Endorsements For Fast Food" for more details on this intriguing partnership.
Stoner comedies have undoubtedly left a lasting impact on the film industry. Since the 1970s and 1980s, films like "Cheech and Chong" and "Fast Times At Ridgemont High" have paved the way for a whole new genre of cult classics centered around cannabis use. These films
Soundtrack Collaborations for Cannabis Brands
Recreational use of cannabis is becoming more mainstream and accepted as legalization continues on a state level. Its' appearance in entertainment has become more common as well over the years. And of course with social influencer partnerships as well - be sure to check out the blog we wrote Cannabis Celebrity & Influencer Marketing to learn about successful cannabis influencer brand partnerships and how your brand can benefit!
One of the earliest ways cannabis brands began to stand out and market themselves has been through music artist partnerships. From becoming part of a song lyric, to being featured in a music video, music has connected cannabis brands to very targeted, hip, and millennial audiences.
While hip hop and rap music videos have been the genre of choice for cannabis brand partnerships, there are other genres that also offer great opportunities to engage with artists' fan bases. Country, pop, and rock music genres, for example, have phenomenally strong opportunities for cannabis brands to connect with their audiences. Artists in these genres are often cannabis-friendly and more than willing to incorporate cannabis brands into their songs or music videos.
By expanding their partnerships beyond hip hop and rap, cannabis brands can tap into a wider range of music enthusiasts and attract new consumers who may not be as familiar with the hip hop culture. Collaborating with country artists, for instance, can help cannabis brands reach a demographic that appreciates authenticity and values the laid-back lifestyle often associated with cannabis use. Similarly, partnering with pop and rock musicians can introduce cannabis brands to audiences that are interested in alternative lifestyles and open to new experiences.
The key to successful music artist partnerships for cannabis brands is to find artists whose values align with the brand's image and target audience. By working with artists who genuinely appreciate cannabis and incorporate it into their music, brands can establish an authentic connection and resonate with their desired consumer base. Whether it's through mentioning the brand in song lyrics or featuring the brand in a music video, music artist partnerships offer a unique and effective way for cannabis brands to reach their target audience and build brand awareness.
Television Collaborations for Cannabis Brands
And then there is television. The fastest way a cannabis brand can get on air, as TV shows typically shoot and then air within 3 months or so, unlike feature films which range from 12 to 18 months. TV offers those stoner comedy series, but to a more diverse audience, grabbing both men and women’s attention with shows like Workaholics, Broad City, That 70’s Show, and Trailer Park Boys.
These shows have become cult favorites, attracting a dedicated fan base that appreciates the humor and relatability of the stoner comedy genre. With their witty scripts, talented cast, and clever storylines, these shows have successfully captured the essence of cannabis culture and have become a mainstay in the television landscape.
But beyond stoner TV, there is a growing trend of cannabis-centered storylines on hit shows like Weeds, Mary + Jane, High Maintenance, Humboldt, Hollyweed, and Disjointed. These shows delve into the business and daily world of cannabis, offering a more realistic and nuanced portrayal of the industry. As Hollywood continues to create content based on reality and current events, we can expect to see even more TV shows with cannabis storylines across various networks.
In addition to these mainstream shows, there are also niche TV shows and web series that have specific cannabis plotlines catering to other markets. For example, Martha & Snoop’s Potluck Dinner Party combines cannabis and food, bringing together two popular interests for a unique and entertaining show. Similarly, Bong Appetit explores the intersection of cannabis and culinary arts, showcasing the creative ways in which cannabis can be incorporated into gourmet cuisine. Web series like Cannabis Mom’s Club and Growing Up focus on the experiences of parents and children in the cannabis industry, providing a fresh perspective on the topic.
Furthermore, the influence of cannabis extends beyond traditional television. There are plenty of podcasts where cannabis plays a major role, such as Getting Doug With High and High Holidaze. These podcasts provide a platform for open discussions about cannabis culture, featuring interviews with industry experts, celebrities, and enthusiasts. Cannabis brands have the opportunity to be interwoven into these conversations, reaching a diverse and engaged audience.
Overall, the content opportunities for cannabis brands in television and digital media are enormous. With the growing acceptance and legalization of cannabis, more and more shows are exploring cannabis-centered storylines and incorporating the plant into their narratives. Whether through stoner comedies, realistic portrayals of the industry, or niche web series and podcasts, cannabis brands have a unique opportunity to connect with audiences and shape the perception of cannabis in popular culture.
Hey - make sure you check out Martha Stewart's foray into celebrity endorsements with Jack In The Box, a brand that has absolutely jumped on the marketing opportunity to grab late night stoners who have the munchies. We wrote this blog Celebrity Endorsements For Fast Food that you should check out!
Product Placement Opportunities in Feature Films for Cannabis Brands
Stoner comedies have certainly left a lasting impact on the film industry, capturing the hearts of audiences since the 1970s and 1980s. Films like Cheech and Chong and Fast Times At Ridgemont High paved the way for a whole new genre of cult classics that revolve around cannabis use. From the iconic Dazed and Confused to the hilariously absurd Dude Where’s My Car, these movies have become synonymous with the laid-back, carefree attitude often associated with cannabis.
It's no surprise that stoner comedies continue to be a hit among audiences. With their humorous and positive portrayal of cannabis use, these films have struck a chord with the millennial demographic. Both male and female viewers have embraced the light-hearted and often outrageous antics depicted on screen. In fact, the popularity of stoner comedies has only grown over the years, leading to a plethora of upcoming films that will surely be a dream come true for cannabis brand marketers.
The appeal of stoner comedies lies in their ability to connect with audiences on a relatable level. They capture the essence of carefree youth, rebellion against societal norms, and the pursuit of a good time. Cannabis plays a central role in these films, acting as a catalyst for the hilarious and sometimes absurd situations that unfold. Whether it's the munchies-inducing Harold and Kumar Go To White Castle or the outlandish adventures of the characters in Pineapple Express, these films have become a cornerstone of cannabis culture.
But stoner comedies are not the only films that incorporate cannabis into their storylines. There is a growing trend in the film industry to explore the use of cannabis in a more nuanced and realistic manner. Movies like 50/50, which delves into the life of a cancer patient, and The Social Network, which offers a glimpse into the world of college to adulthood, showcase the versatility of cannabis as a plot device. These films appeal to a wider range of audiences, allowing cannabis brands to engage with a more diverse group of consumers.
There are also comedies like We’re The Millers, Neighbors, and Knocked Up that provide a fun-filled and relatable experience for viewers. These films offer a fresh perspective on cannabis use, presenting it as a normal part of everyday life rather than a defining characteristic of the characters. This opens up new opportunities for cannabis brands to connect with a broader audience and showcase the versatility of their products.
The future of cannabis in feature films is bright, with a multitude of projects in the pipeline. From stoner comedies that continue to bring laughter to audiences to more nuanced and realistic portrayals of cannabis use, the film industry is embracing the cultural shift towards acceptance and legalization. Cannabis brand marketers have a unique opportunity to capitalize on this trend, reaching a wide range of consumers through strategic product placement and partnerships.
As the film industry continues to evolve, so too will the portrayal of cannabis on the big screen. It's an exciting time for both filmmakers and cannabis brand marketers, as they work together to create engaging and authentic content that resonates with audiences. Whether it's a stoner comedy that leaves viewers in stitches or a heartfelt drama that explores the complexities of cannabis use, feature films are proving to be a powerful platform for cannabis brands to connect with consumers and shape the narrative around cannabis in popular culture.
Our Hollywood Branded Cannabis Infographic
Our team devoted significant time and research to create an informative infographic on the placement of cannabis products in music, television, and feature films. Take a look at our visually appealing infographic that offers valuable insights into why cannabis brand marketers are thrilled about the various product placement opportunities in TV shows, feature films, and music videos.
Within this infographic, Hollywood Branded delves deep into the world of entertainment, exploring the most notable films, TV shows, and alternative media platforms where cannabis has played a prominent role both in the past and present.
Prepare for Your Moment in the Spotlight!
Cannabis brands are presented with an incredible opportunity for product placement in upcoming content. If you have a cannabis brand, don't hesitate to contact our team today to discuss the exciting new projects that are in the pipeline and can serve as an excellent marketing platform for your brand!
Be sure to check out our infographic and blog Cannabis Influencer Marketing, where our team provides real life examples of cannabis brands and social influencers (and celebrities) who have partnered together in the past!
Check out some of our other agency blogs that talk about best marketing practices for product placement and brand integration partnerships:
- 4 Common Myths About Product Placement Debunked
- 10 Surprising Reasons Why Brands Do Product Placement
- 8 Ways To Use Product Placement Assets To Amplify Your Brand Into Sales
- 3 Important Steps In Planning Product Placement Strategy
- Thinking Product Placement Cost Is High (It Isn't!)
Interested in getting your cannabis brand involved in TV shows and feature films, or partnered with a music artist? Then download this e-Book where our team has provided insights into how to make this marketing practice work for you!
