The resulting 30-second audio spots are somewhat generic in their scripts, describing the retail chain as “your one-stop shop” to “enjoy fantastic deals from store-wide promotions to savings on your favorite brands,” though “med patients” and “recreational users” are name-checked. The ads specify that shoppers must be 21 or older.
The months-long process to get Sunnyside ads on Spotify has been worth the effort because of the sophisticated tracking, targeting and measurement that’s built into the media buy, Rothschild said.
Good omen
The ads come on the heels of encouraging news for the industry out of Washington, D.C., where the Department of Health and Human Services has recommended that cannabis be rescheduled from Schedule I to the less restrictive Schedule III. Though a number of governmental hurdles remain, industry watchers say the recommendation could be a boon for business even in the near term.
Against that backdrop, weed companies may find more outlets willing to accept their advertising. Cresco’s buy on Spotify could be a harbinger of more such alliances to come, Rothschild said.
“It reinvigorates the conversation for any publisher or platform in the role they want to play in a very large, growing industry that they aren’t currently partnering with,” Rothschild said. “We think it can help others reconsider their position.”
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