🏈 Cannabis/Super Bowl Roundup
A roundup of Brands and Celebrities and their Super Bowl promotions – Snoop Dogg, 2 Chainz, Willie Nelson, Sweet Flower, Cann, Jeeter x Highsman, Weedmaps
🌈 Sweet Flower served as Exclusive Cannabis Sponsor for Leigh Steinberg’s Super Bowl Party. The event took place at Sony Studios 300 feet away from the Company’s Culver City location, which it ending up needing to use to provide gift bags for partygoers after Sony representatives said they did not want cannabis products on the lot. (USA Today)
“We’re really trying to destigmatize and normalize the use of cannabis. This all seems to be coming together, especially for Los Angeles.’’ — Sweet Flower CEO Tim Dodd
“Look, the biggest danger to this country in the drug sense is opioid addiction,’’ Steinberg said, “and football’s the sport that has endless injuries and endless pain. I’ve had players come out of the hospital after injuries addicted to opioids. I think we need to explore a real alternative to that.’ “Look, I was student vice president at Berkeley in the ‘60s, all right? I get it.’’ — Sports Agent, Leigh Steinberg
🐶 Snoop — Super Bowl, BIC, NFT.
In addition to performing at the half time show and appearing in a BIC commercial with Martha Stewart. Snoop got a lot of people talking about his pre-game ritual (above). The biggest thing he promoted this week? Probably his STASH BOX NFT with Gala. The STASH BOX NFT is limited to 25,000 copies, of which, he’s already sold ~$45M worth so far (~8,900 at $5,000 each). Each box, upon opening, includes 1 of 17 song NFTs from Snoop's new album, Bacc On Death Row (BODR). In addition, holders of the box can expect to receive exclusive drops such as films, comics, images, and unique concert attendance opportunities. Song NFTs will also have earning potential on the Gala Music network. Owners of all 17 songs will receive real-life and digital rewards, including an exclusive concert + pre-party with Snoop, limited edition Death Row bling, and more.
👟 Willie Nelson for Skechers — “Legalize” Commercial. Willie Nelson appears in a Skechers commercial that offers a fun twist on his advocacy to legalize. (Adweek)
💨 Weedmaps Super Bowl Party. “The High in the Hills” party was hosted in Bel Air, guests included Jaleel White and Tommy Chong.
🧃 Cann Posters around LA Call for “Substance Equality.” Cann used an outdoor campaign challenging alcohol’s lock on advertising during the Super Bowl. The Company spent $30,000 on 100 posters as “a brand equity play.” (Adweek)
“There are so many alcohol ads during the Super Bowl, it’s almost like propaganda, encouraging people to drink. At the same time, cannabis—a plant-based medicine—does not have the same access to the consumer.” — Cann Co-Founder Luke Anderson
🥦 Weedmaps started the week with a conversation around Cannabis Censorship and kept it going. Weedmaps’ Instagram account was deactivated on Dec. 16, 2021 due to “violating terms,” though the company said it didn’t get further details or an explanation from the social media platform. The WM account was also “shadow-banned” for many years, including the banning of the #weedmaps hashtag on IG. (Boardroom)
“There’s an irony in the fact that the biggest night for advertising will feature an array of consumer brands in regulated industries, from beverage alcohol to sports betting, yet legal cannabis retailers, brands, and businesses have been boxed out.” — Weedmaps CEO Chris Beals
👋 Highly Objective is curated by Dai Truong, who leads Cannabis Investment Banking at Arlington Capital Advisors. Third-party information presented here and links to third-party content are for informational purposes only and are not intended as a recommendation, offer or solicitation for the purchase or sale of any financial instrument, security or investment. The information provided is not warranted as to completeness or accuracy and is subject to change without notice. Linking to third-party sites in no way implies an endorsement or affiliation of any kind between Arlington Capital Advisors, LLC, or its affiliates and any third party. The information in this blog constitutes my own opinions (and any opinions posted by guest bloggers from time to time) and it should not be regarded as a description of services provided by Arlington Capital Advisors, LLC or any affiliate.