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ARE YOU READY FOR THIS?

July 27, 2016

I gave my annual speech to the Southern Oregon Rental Association last month and outlined my predictions for the region’s economic future. One of my predictions was “the impact of recreational marijuana cannot be overestimated…” While the full impact of legal marijuana won’t be felt until 2017, it has already impacted the ad agency business. A well-known ad firm in Portland (Sockeye) has now created the first ad for a cannabis-infused drink.

As reported by the Portland Oregonian, the video ad (click here) features a casual backyard party where people sip the soda call: Legal. It underscores how much cannabis has already merged into mainstream culture, at least in Oregon.

“We were raised with, ‘This is wrong,’ and it’s hard to shed that predisposition,” states Andy Fraser, Sockeye CEO. “It’s a polarizing subject matter, but we have just taken the approach that here is a great entrepreneur making a great product and doing it really well.”

The agency researched the market to figure out the best appeal to consumers. The catchy jingle highlights Legal, whose retro label and stubby brown bottle could easily be mistaken for a craft beer. The ad doesn’t feature pot leaves, green crosses or bikini-clad women, which are common images associated with marijuana.

Aimee Huff, an assistant professor of marketing at Oregon State University who has studied marijuana advertising in Colorado, said Sockeye’s ad targets consumers new to cannabis or people who don’t want to smoke. She said the ad, which echoes alcohol advertising, is clearly an effort to give the product mainstream appeal.

NEED A SPEAKER? I’ve got a brand-new talk “95% of Us Don’t Know What is Going On.” It’s a fun and light-hearted look at the importance of business research and why you can’t trust most polls and research. Email if you would be interested.

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One comment

  1. With kids in Colorado, Oregon and us in WA, it has been interesting to learn of the differences in each of the states on selling and product requirements. And still the Feds make it a cash business. I think I saw where Bend is considering a sales tax on vendors.

    On Wednesday, July 27, 2016, Powershift Marketing Blog wrote:

    > powershiftmarketing posted: “I gave my annual speech to the Southern > Oregon Rental Association last month and outlined my predictions for the > region’s economic future. One of my predictions was “the impact of > recreational marijuana cannot be overestimated…” While the full impact of > l” >



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