Buying blind: Cannabis marketing restrictions leave little brand awareness in the new recreational market

When Brightfield Group, a Chicago-based research firm, asked Canadian cannabis users about the brands they bought, almost one-quarter of those surveyed were not sure. “Brand loyalty is a real challenge given the marketing restrictions and packaging restrictions,” said Bethany Gomez, the firm’s managing director.

The warning is an indication that some players in the nascent recreational cannabis industry in Canada have been testing the boundaries in promoting their products. While the law contains a laundry list of promotional activities that are prohibited, companies are still trying to suss out where there is wiggle room – and how much.

“There are certain players who have taken a bit of an aggressive approach, waiting for regulators to come say something," Mr. Moscone said. “It creates a non-level playing field when some are willing to take that approach and others aren’t.” That hasn’t stopped some companies from associating themselves with celebrity investors such as the Tragically Hip, Seth Rogen, Snoop Dogg and Gene Simmons – who may give a brand some celebrity buzz even if they are not technically endorsing it.

globebusiness Not as if buying weed was an educated decision to begin with...

globebusiness ecsvan

globebusiness This picture doesn’t represent the products being sold legally ... this is a image of the illegal marketplace ... I expect more out this news source

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