MedMen's Forget Stoner Campaign Aims to Change Dated Labels of Marijuana Use
Justin Lam — April 10, 2018 — Marketing
References: adweek & creativity-online
MedMen, Southern California's largest marijuana retailer, is revamping its marketing campaign by ditching the stoner image in its Forget Stoner campaign. Set to debut on the unofficial marijuana holiday 4/20, the new set of ads continue the theme of its January campaign that showcased what the modern marijuana customer looks like. According to the brand's CMO, B.J. Carretta, the "campaign is all about celebrating that diversity," and is meant to move beyond dated labels and show marijuana is a product for everyone.
The Forget Stoner campaign is fairly simple in design and features clean portraits of a police officer, former NFL player, triathlete, physicist, nurse, entrepreneur, teacher and others, against warm red backgrounds. MedMen plans to spend $2 million on the campaign, which will showcase the ads in spots around Beverly Hills and the Santa Monica Freeway. The Forget Stoner campaign will also appear in various print and out of home ads and will be debuted in the cannabis culture magazine Ember.
Image Credit: MedMen
The Forget Stoner campaign is fairly simple in design and features clean portraits of a police officer, former NFL player, triathlete, physicist, nurse, entrepreneur, teacher and others, against warm red backgrounds. MedMen plans to spend $2 million on the campaign, which will showcase the ads in spots around Beverly Hills and the Santa Monica Freeway. The Forget Stoner campaign will also appear in various print and out of home ads and will be debuted in the cannabis culture magazine Ember.
Image Credit: MedMen
Trend Themes
1. Diversifying Cannabis Image - Opportunity to create marketing campaigns that showcase the diverse range of cannabis consumers and challenge stoner stereotypes.
2. Mainstreaming Marijuana - Opportunity to position marijuana as a product for everyone, appealing to a wider consumer base beyond traditional stoner demographics.
3. Clean and Minimalistic Design - Opportunity to adopt simple and visually appealing ad designs that help portray a more modern and sophisticated image of the cannabis industry.
Industry Implications
1. Cannabis Retail - Revamping marketing campaigns to showcase the diverse range of cannabis consumers and challenge stoner stereotypes can help attract a broader customer base.
2. Advertising and Marketing - Creating campaigns that highlight the mainstream appeal of marijuana can drive brand differentiation and capture a larger market share.
3. Print and Out of Home Advertising - Adopting clean and minimalistic designs in printed ads and outdoor billboards can help reshape the public perception of the cannabis industry.
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