Just in time for 4/20, the largest marijuana retailer in Southern California is launching its most significant marketing push to date with a campaign aimed at busting 1970s-era, Cheech-and-Chong stereotypes of cannabis users.
MedMen, with 18 locations in three states and a reputation as “the Apple Store of cannabis,” is using the spring date (and unofficial ganja holiday) to debut “Forget Stoner,” a continuation in theme of its January campaign that showcased a breadth of modern marijuana customers. It’s not just Snoop and Kumar, the marketer says again, but your neighbor, your boss and maybe even your grandma.
“Forget Stoner,” in the vein of the previous “Faces” campaign, features a police officer, former NFL player, triathlete, physicist, nurse, entrepreneur and teacher, among others, in a series of clean and simple portraits against warm red backgrounds. So ‘grammable!
There’s been a sea change since marijuana’s legalization in terms of who’s using it and more people have come into the fold because of increased awareness of the health benefits of cannabis and CBD products, said the brand’s CMO, B.J. Carretta.
“Our campaign is all about celebrating that diversity and broad level of interest,” Carretta said. “There is something for everyone, and it is time to move beyond dated labels that don’t reflect the realities of today.”
MedMen plans to spend at least $2 million on the campaign, which will include billboards in tony spots like Beverly Hills and wallscapes along the Santa Monica Freeway in gentrified downtown Los Angeles. Wild postings, print and other out of home ads will support “Forget Stoner,” running through the summer.