Search Results for: advertising

Cresco Labs Launches California Advertising Campaign, Marking Its Most Significant Marketing Push To Date

Campaign touting the brand’s high quality and consistency supports new packaging and products in the market as Cresco strives to become one of the leading cannabis brands in the country’s largest recreational state

CALIFORNIA: Cresco Labs, one of the largest vertically integrated multi-state cannabis operators in the United States, today debuted its largest advertising initiative created to bolster consumer awareness in California of its namesake cannabis brand, Cresco. Called “Excellent Everyday Cannabis”, the multi-channel campaign spans cannabis and mainstream media and features break-through branding that highlights the importance of quality and consistency for everyday cannabis consumption—a marketing message that closely aligns with Cresco Labs’ mission to normalize and professionalize cannabis use. The campaign supports the market introduction of updated packaging featuring an elevated look and feel for Cresco’s portfolio of products that include flower, cartridges and solid concentrates.

As Cresco quickly moves to solidify its position as one of the largest cannabis brands in California, this initiative comes at a particularly significant time. Cresco has historically operated in medical markets such as Illinois and Pennsylvania, and the brand is making its first marketing push in a recreational market where cannabis companies can advertise and speak directly to consumers. Cresco aims to set itself apart from other brands with straightforward messaging that demonstrates its quality and consistency.

“We’re focused on delivering the most consistent, high quality products for consumers who use cannabis to complement their daily rituals. Whether it’s to relax, focus or sleep, people are looking for a cannabis brand they can trust,” said Cory Rothschild, SVP of Brand Marketing at Cresco Labs. “At a time when many brands are focused on the most exceptional moments in life – the parties or the unattainable – we’re proud to deliver excellent everyday cannabis that Californians can count on to help enhance their lives. The new campaign will live in many of the channels where you would expect to see traditional CPG products, helping to destigmatize cannabis use at a time when so many people benefit from thoughtful, responsible consumption.”

“Excellent Everyday Cannabis” aims to captivate consumers through straightforward language that favors product attributes over the occasion and a modern approach to content creation and media placement. Cresco Labs worked with Steelworks, a Los Angeles-based studio specializing in Computer Generated Imagery (CGI), to develop high quality, visually stunning imagery that highlights the refined aesthetic of Cresco’s new packaging. Imagery positions Cresco products to pop off bold, colored backgrounds, with straight-forward and straight-on angles that cast a big angular shadow garnering attention. Copy placed behind the product uses striking fonts and repetition to underline the campaign’s primary message, “excellent everyday cannabis,” with other copy variations to reinforce quality, consistency and everyday usability.

The company tapped digital advertising company Centro to implement a programmatic strategy leveraging algorithmic learnings and machine buying to reach target audiences in the right mindset and environment in real-time with precision and efficiency. High-impact digital displays in cannabis websites, such as Leafly and Weedmaps, as well as in best-in-class media partners Penske Media and Condé Nast, enable the company to reach target audiences consuming high quality content in these premium and rich contextual environments. The advertising initiative also includes digital out-of-home ads in elevator and lobby areas throughout Los Angeles, San Diego and San Francisco; print advertising in daily newspapers, such as the San Francisco Chronicle, and two custom, hand-painted wall murals in Santa Monica by artist Lefty Out There, a celebrated Chicago-based artist known for his intricate pattern work, contemporary aesthetic and attention to detail.

The “Excellent Everyday Cannabis” campaign coincides with a national packaging relaunch and rebrand of Cresco. The new brand launches first in California, with plans for a nationwide expansion in the coming months.

Washington: WSLCB Issues Advertising Warning Requirements For All Cannabis Products

wslcbMarijuana Producers, Processors and Retailers
Bulletin No 19-02

Date: May 31, 2019
To: Industry Members
From: Matt McCallum, Enforcement Advertising Coordinator
Subject:Warnings required on text message advertising

Text message advertising is required to follow the advertising warning requirements like any other general marijuana advertisement.

WAC 314-55-155(6) states that except for outdoor advertising, all advertising must contain the following warnings:

  • (a) “This product has intoxicating effects and may be habit forming.”;
  • (b) “Marijuana can impair concentration, coordination, and judgment. Do not operate a vehicle or machinery under the influence of this drug.”;
  • (c) “There may be health risks associated with consumption of this product.”; and
  • (d) “For use only by adults twenty-one and older. Keep out of the reach of children.”

Warnings alone may not be attached via a link, or any other method that would require the recipient or receiver of the text advertisement to perform an action to access the warnings separate from the text message.

An example of what would be allowed would be a trade name or non-advertising language, accompanied by a link within the text that takes individuals to the advertisement which contains the required warnings. If any part of the text message itself can be considered advertising, however, it will need to contain all required warnings.

Please take a moment to assess your current text advertisement warning practices and correct, if appropriate. If you have questions about these requirements, please contact your area LCB enforcement officer.

Mother of Terminally Ill Daughter Sues Governor to Invalidate Cannabis Advertising Laws

WASHINGTON: The mother of a terminally ill child is suing Washington Governor Inslee over the unconstitutional restrictions on cannabis advertising. Meagan Holt depends upon cannabis to save her daughter’s life. Her daughter, Maddie, is diagnosed with Zellweger syndrome and suffers from seizures that have left Maddie blind, deaf, and terminally ill. The suit alleges Washington’s advertising restrictions unconstitutionally prevent Meagan and Maddie’s right to freely hear communications about cannabis medicines for her daughter.

Mother of Terminally Ill Daughter Sues Governor to Invalidate Cannabis Advertising Laws

Mother of Terminally Ill Daughter Sues Governor to Invalidate Cannabis Advertising Laws

Last year, Washington placed new regulations on cannabis businesses for the third time since I502 passed; the new law originally listed as SB 5131, focused on advertisements. Meagan’s suit alleges that these laws, in combination with existing policy from the Washington State Liquor and Cannabis Board (WSLCB) have created a situation that makes it impossible for her to locate a reliable, legal source of medicine for her daughter, including preventing her from finding free product for her ailing daughter.

Meagan’s attorneys, Bonnie Fong and Sean Badgley of C3 Law Group PLLC, focus on challenging state overreach in the cannabis area and they believe Washington’s new rules regarding advertising restrictions are unconstitutional restrictions on free speech.

Maddie’s situation, “represents a stark example of the unintended consequences that come from regulating cannabis without a proper understanding of the market, the needs of patients, or any of the other legitimate concerns of people who aren’t directly employed by the Washington State Liquor and Cannabis Board” Badgley says. Fong adds “The government has taken a highly paternalistic approach to cannabis advertising laws, and in doing so, has infringed upon the rights of our clients’ right to speak, and hear, freely.”

Governor Inslee signed the laws in question May of last year, which became effective in July of 2017. Since that time, the Washington State Liquor and Cannabis Board (WSLCB) has issued multiple advertising violations. The complaint alleges that the restrictions are unconstitutional and punish patients who need more detailed advertising to make important decisions regarding the patient’s medical needs.



420MEDIA Hires Veteran TV Agency Executive To Spearhead Mainstream Advertising, Programming & Commercial Placement

NEVADA: 420MEDIA, an advertising agency that creates, produces, and distributes cannabis media-TV, web, and digitally, has hired a veteran TV agency executive John Graziano, to spearhead mainstream advertising, programming and commercial advertising placements. Since inception in 2014, 420MEDIA has created content, relationships in the industry and mainstream with groundbreaking opportunities for cannabis brands to showcase their products to millions. 

“John represents the highest level in media executives. He will be instrumental in helping to bring world class media to the emerging marketplace of cannabis. We’re ecstatic to have him as our in-house media buyer,” said Kerri Accardi, 420MEDIA CEO.

Mr. Graziano has spent 43 years in broadcast media placement. Prior to founding the well-known ad agency, Max Media, John spent 8 years in broadcast ownership and management. Before that he was Senior Vice President of a major national advertising sales firm where he spent 8 years supervising more than $400 million in annual media billing. John’s background also includes 10 years of hi-profile national advertising account management. He’s held positions of Vice President of Advertising for Wherehouse Record Stores, a national retail chain that spent over $75 million annually. He has handled hundreds of major accounts successfully.

John will handle both large and small media accounts, from institutional advertisers, to brand names, to direct response clients and will personally be involved in all phases of the marketing process and carefully monitors the progress made by each of the media accounts assigned to him. 

“The opportunity to be involved with 420MEDIA, and to handle accounts in cannabis-related industries, is an exciting new venture. We will pioneer this field and bring these important businesses to the general public’s attention through effective mainstream and new media,” Graziano said. “Nobody has more experience and expertise there, nobody!”

WSLCB Seeks Input On New Cannabis Advertising Rules

NOTICE OF RULE MAKING – Pre-proposal – #17-14

WASHINGTON: The Washington State Liquor and Cannabis Board has entered into the initial stage of rule making (CR 101) to consider rule changes in Chapter 314-55 related to advertising. Rule changes are needed as a result of changes to advertising requirements in law due to the passage of ESSB 5131 during the 2017 Legislative Session. The CR 101 is the initial notification of potential rulemaking and no rule language is offered at this stage of the process.

The Liquor and Cannabis Board encourages you to give input on the subject of these potential changes.  Following the comment period, the agency will send out and publish the proposed rules, establish a comment period on the proposed rules, and hold a public hearing before the rules are adopted.



This notice can be found at under Proposed Rules.

Public Comment

Please forward your initial comments to the Liquor and Cannabis Board by mail, e-mail, or fax by August 30, 2017.

By mail:   Rules Coordinator                 By e-mail:             By fax:

Liquor and Cannabis Board    360-664-9689

P.O. Box 43080

Olympia, WA  98504-3080



WSLCB Issues Changes to Marijuana Advertising Laws

WASHINGTON: Effective July 23, 2017, marijuana licensees will see changes and additional advertising restrictions, mainly around signage and billboards. These changes come from the passage of ESSB 5131 during the legislative session. The LCB will follow with additional communication regarding potential clarifying rulemaking, however, we wanted to make licensees aware so that they can comply with the law changes.

The information below summarizes some key points. For the full text of the law, which contains additional restrictions, see Laws of 2017, Chapter 317 (ESSB 5131, Sec. 14).

Business Signs and Outdoor Advertising

  • Licensees are limited to two signs (maximum 1600 sq. inches) that are permanently affixed to a building or other structure on the licensed premises.
  • Other forms of signage/outdoor advertising are prohibited, such as sign spinners, sandwich boards, inflatables, persons in costume, etc.
  • Signs are limited to the following information:

o   Business or tradename,

o   Business location, and

o   Identifying the nature of the business.

  • Signs must contain text stating that marijuana products may be purchased or possessed only by persons 21 years of age or older.
  • Signs cannot contain depictions of plants or products (ex: leaf = plant, joint = product), or use movie or cartoon characters, or any other depiction that might be appealing to children.
  • Signs may contain:

o   Images – Will be further clarified in rule, but images cannot be plants, products, appealing to children, etc.

o   Logos – Logos may not contain plants, products, or be appealing to children, etc.

Licensed retail outlets may use a billboard solely for the purpose of identifying the name of the business, the nature of the business, and providing the public with directional information to the licensed retail outlet.

  • Billboards are limited to the same restrictions as outdoor signs (listed above):

o   Billboards must contain text stating that marijuana products may be purchased or possessed only by persons 21 years of age or older.

o   Billboards cannot contain depictions of plants or products (ex: leaf = plant, joint = product), or use movie or cartoon characters, or any other depiction that might be appealing to children.

o   Billboards may contain:

  • Images – Will be further clarified in rule, but images cannot be plants, products, appealing to children, etc.
  • Logos – Logos may not contain plants, products, or be appealing to children, etc.
  • Billboards must contain all of the warnings required for advertising under WAC 314-55-155.

Other Advertising Restrictions

  • Transit advertising is prohibited on or in public or private vehicles and at bus stops, taxi stands, transportation waiting areas, train stations, airports, etc. This includes vinyl wrapped vehicles, logoed delivery vehicles/company cars.
  • All print advertising must contain text that marijuana products may be purchased or possessed only by persons 21 years of age or older.
  • Licensees are prohibited from engaging in advertising that specifically targets persons outside the state of Washington.

Local Authorities
A city, town, or county may adopt rules of outdoor advertising by licensed marijuana retailers that are more restrictive than the advertising restrictions imposed under this chapter. Enforcement of restrictions to advertising is the responsibility of the city, town, or county.


Health Canada Will Actively Monitor For Marijuana Advertising Violators

CANADA:  Health Minister Rona Ambrose ordered a crackdown on groups that illegally advertise marijuana and re-stated the Conservative party’s pledge to keep storefront dispensaries illegal Saturday on the eve of the expected launch of a federal election campaign.

“Today I directed Health Canada to create a task force to crack down on illegal marijuana advertising,” Ambrose said in a statement.

“This task force will ensure that those who engage in such illegal activities are stopped, and should these illegal activities continue, promptly referred to law enforcement.”

Health Canada issued a statement saying it will begin actively monitoring marijuana advertising instead of acting mostly on the basis of complaints.

How An Advertising Company Put A ‘Marijuana Cookie’ On Your Computer To Get Weed Legalized

OREGON:  If you’re reading this, there’s a good chance you have a cookie on your computer or your smartphone that says how much you like weed—or at least how you feel about the idea of weed being legalized.

The cookie reflects a score that was calculated for you by CampaignGrid, a digital advertising company that has spent the last five years creating a database with information on over 120 million potential voters. It then uses this information to determine the likelihood of a given voter being pro-legalization. The higher your score, the more likely your opinion on pot is favorable. If you’re young, make over $85,000 and live in Maryland, your score is probably 85 or so. If you are registered as a Republican in a sparsely populated town in Wyoming, your score is likely lower than 50.

These scores weren’t just calculated for fun; they were used to get out the vote for legalization in Oregon, Florida and Alaska, all states where pro-marijuana groups had hired CampaignGrid to help them win over voters. If you lived in one of those states, and your score indicated you were likely in favor of legalization, you would have seen ads as you surfed the Internet that encouraged you to leave the hotbox and get to the ballot box. If your score was in a range that indicated you were “persuadable” on the issue, pro-legalization groups would have targeted you with ads about the benefits of marijuana, doctors’ assurances that it’s safe, and testimonials from people who want to be able to use it for medical reasons. If you had a low score … *crickets.*

Brian Franklin, a political consultant at Impact Politics, which was pushing medical marijuana in Florida for United for Care, says that his organization surveyed voters and found evidence the online ads had an effect on those who were undecided in the lead-up to the election. “People who were predicted to be undecided voters were moved by online ads,” said Franklin. “We hit who we wanted to hit and the ads were effective.”

What Are The Marijuana Advertising Restrictions In Washington?

WASHINGTON:  It’s hard to succeed in an industry without advertising, any industry. But it’s particularly difficult in a new, emerging industry like the marijuana industry. There are very strict rules in Washington when it comes to marijuana business advertising. If you are in the industry, or trying to get into the industry, you need to be aware of what you can and cannot do. Below are the rules, per the Washington State Liquor Control Board:

1: Advertising by retail licensees. The board limits each retail licensed premises to one sign identifying the retail outlet by the licensee’s business name or trade name that is affixed or hanging in the windows or on the outside of the premises that is visible to the general public from the public right of way. The size of the sign is limited to 1,600 square inches.

2. General. All marijuana advertising and labels of useable marijuana and marijuana-infused products sold in the state of Washington may not contain any statement, or illustration that:

    1. Is false or misleading;
    2. Promotes over consumption;
    3. Represents the use of marijuana has curative or therapeutic effects;
    4. Depicts a child or other person under legal age to consume marijuana, or includes:
      • Objects, such as toys, characters, or cartoon characters suggesting the presence of a child, or any other depiction designed in any manner to be especially appealing to children or other persons under legal age to consume marijuana; or
      • Is designed in any manner that would be especially appealing to children or other persons under twenty-one years of age.

Health Canada Clamps Down On Medical Marijuana Advertising

CANADA:  Health Canada has ordered Canada’s medical marijuana companies to stop making their products look so good.

The department issued warning letters this week to licensed commercial growers across Canada telling them to clean up their advertising by Jan. 12 or face suspension and even revocation of their licences.

The letters, customized for 20 officially licensed producers of medical marijuana, set strict limits on how their products can be presented on websites and social media, even forbidding photos of buds or the inclusion of hyperlinks to other websites that promote the product.

The tough restrictions also prevent producers from telling customers how varying strains can treat different symptoms, insisting on only bare-bones information.