We got Khalifa Kush, Willie Nelson’s new brand, Kevin Smith’s Tusk strains, the Bob Marley estate’s Marley Natural “offering heirloom Jamaican cannabis strains,” Tommy’s “Chong Star,” and even Melissa Etheridge (last seen in a stack of your mom’s CD’s) has a forthcoming weed-infused wine.
So why is weed so celebrity happy as legalization spreads over the U.S.? There aren’t many celebrity-centric liquors or pain medications. So what makes pot so different?
Well, partly it’s because personalities are so important weed culture. The 420 community is friendly and face to face. There aren’t pot commercials and only a couple of real media outlets that focus on it exist. There aren’t any faceless corporations associated with cannabis, so far at least. It’s all faces. It’s the people you know (your friends, your dealer, your budtender) and then the people you feel like you know, mostly musicians you bob your head with as you listen to their lyrics about getting blazed, people like Snoop, Willie, Bob Marley. More recently it’s B-Real and Action Bronson dabbing out in the middle of their videos and songs. So it makes sense that brands would want to attach themselves to these faces. They’re the only credibility that exists in marijuana culture.
Marc Jampole, president of marketing firm Jampole Communications, told the Pittsburgh Post-Gazette that it’s all about consumer trust. “It’s like Martha Stewart and all her stuff — she’s the expert on home crafts and she’s got the reputation for really knowing how to create a beautiful home,” Jampole said. “It’s the same thing here: If anyone knows about smoking pot, it’s Willie Nelson. If Willie’s smoking it, it must be good.”
Just because something’s endorsed doesn’t mean it isn’t great. But we’re still waiting to find out who’s name is going to be on the Air Jordan of weed.