Cannabis Legalization and Marketing: Learnings from Commercializing a New Category
Recreational cannabis manufacturers had a unique opportunity to make their brands known before cannabis restrictions were put in place following legalization during the summer of 2018. Some brands used sponsorship, associations with celebrities, experiential marketing, event licensing, and derivative products to build awareness among potential audiences.
Montreal consulting firm The PNR recently interviewed Jay Hébert, Elevent's CEO, to talk about marketing, the future of sponsorship and the challenges of building a new kind of agency. We thank Nectarios and The PNR for this opportunity.
Traditionally, college sponsorship was the domain of college athletic programs – what we call in our industry the university’s “front door” – but, over the past years, this model has been shifting to now encompass the whole academic ecosystem. This new trend is often referred to as campus-wide sponsorship.