High Times And Agency Unite To Sell Marijuana To Mainstream

For this report, sparks & honey conducted proprietary research and interviewed cannabis industry experts

NEW YORK: Marijuana advocates are teaming up with Madison Avenue to try to make pot palatable to mainstream Americans — and to the advertisers that want to reach them.

High Times, the 42-year-old must-have magazine for the cannabis enthusiast, has collaborated with Sparks & Honey, an Omnicom advertising agency, on a report meant to prompt big-picture thinking in the marijuana industry. The paper, “Rebranding Marijuana,” was released April 20, the unofficial pot holiday.

“Through the slow legal and regulatory processes,” the report noted, “marijuana is opening up opportunities across a variety of industries, most of which have nothing to do with yesterday’s stoner weed.”

Read full article @ NYT

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