Meantime, 88% of Americans say they favor cannabis legalization in some form, according to Pew Research, with 38 states having approved medical sales and 23 allowing recreational sales.
Still, tight restrictions on marketing remain, though professional groups like the Cannabis Media Council is “hopeful that more and more mainstream media companies will open their inventory to the cannabis sector,” per the organization’s co-founder Amy Deneson.
Beyond awareness
Despite the network television blackout, “Ask Your Doctor,” developed by newly launched independent ad agency Bandits & Friends, has a broad paid media plan with an emphasis on “captive viewing moments,” Billmeyer said.
The ad will get distribution in-theater via a deal with Screenvision and on digital and streaming video, all targeted at Missouri residents.
The hero video is part of a larger effort that includes a free 10-minute ASMR-style guided meditation on Show-Me Organics’ website, aimed at helping people relax and fall asleep.
Since patients often struggle with insomnia when they stop taking opioids, the audio intends to provide some relief to those consumers while tying in with one of the conglomerate’s sleep aids, Vivid Dream Capsules.
Dispensaries selling the Vivid product are displaying a QR code that directs buyers to the “Dream With Me” track, which features soothing music, ocean sounds and wind chimes.
The activation highlights the solutions-based nature of the program, with the company aiming to go beyond simply raising awareness, Billmeyer said.
Goodby reunion
The goal of “Ask Your Doctor” was to combat the myth that weed is nothing more than a party drug and insert it into the conversation as a possible substitute for opioids. For the brief, Billmeyer turned to former colleagues at Goodby Silverstein & Partners who had recently opened their own shop, Bandits & Friends.
As a concept, the well-worn tropes of Big Pharma ads were fitting for several reasons, not the least of which is the abundant stock footage available to power a lookalike spot on a shoestring budget, creatives said.
