The Benefits of Celebrity Endorsement in the Cannabis Industry Market
Goal: Analyze the influx of celebrity associations in the cannabis industry; consider why celebrities are entering the industry and the benefits of their presence.
As recreational cannabis becomes increasingly accepted among the general public, high-profile celebrities are choosing to invest their considerable wealth into the growing cannabis community. Snoop Dogg, Jay-Z, Seth Rogen, actor Jaleel White, and famed rocker Melissa Etheridge represent just a handful of famous names who have developed their own cannabis brands. The ability of famous names to normalize cannabis and establish trust with a newer, less experienced, and more diverse customer base is projected to strengthen and unify the cannabis industry in the next decade.
One of the first and most recognizable celebrity cannabis brands is Tommy Chong’s Cannabis, available in just about every state with legal weed. Chong’s brand offers joints, vape pens, topicals, elixirs, and 10mg THCinfused breath strips in blueberry, chocolate mint and strawberry banana flavors. Taking the lead from Chong, an influx of other celebrities have unveiled their own cannabis brands since the advent of COVID-19: in March 2021, actor Seth Rogen premiered Houseplant, offering three strains of strong, top-shelf flower named after weather phenomena: Diablo Wind, Pancake Ice, and Pink Moon. Last fall, Jay-Z introduced a luxury weed line of flower, pre-rolls and a 1.5 “OG Handroll” under the brand Monogram, with price points that earn the title of luxury. For a less expensive and more controlled experience, cannabis beverage lines such as Cann have received more attention, with celebrity endorsements from Gwyneth Paltrow, Rebel Wilson, Ruby Rose, Darren Criss, Baron Davis, Tove Lo, Casey Neistat. and Bre-Z. Justin Bieber even announced his entry into the industry last month with a line of pre-rolled joints, branded “Peaches” after the song from his most recent album. The success of celebrity-endorsed marijuana brands depends largely on whether they feel “authentic and true to the celebrity ,” says Verena von Pfetten, the co-founder of Gossamer, a cannabis publication that also makes its own CBD products. Von Pfetten maintains that the best celebrity cannabis brands “offer something beyond a name or endorsement, and are built and branded in a way that allows them to grow beyond the celebrity themselves.” Considering the saturation of famous names in the cannabis market, a sense of authenticity and novelty is markedly difficult to achieve for a new cannabis brand. Yet among celebrity-endorsed products that are successful, their ability to connect to long-time cannabis users and attract new customers is a key benefit of famous names in the cannabis industry.
Because cannabis is inherently political, Von Pfetten also acknowledges the need for celebrity-endorsed brands – as much as any other brand – to consider the role of equity, social justice, and space for women and people of color to access, produce, and sell cannabis. Rapper and fashion icon Lil’ Kim is among a growing number of entrepreneurs who are positively shifting the demographic of cannabis brand owners. Lil’ Kim’s brand Aphrodisiac, which will be released in 2022 in partnership with Superbad Inc., supports efforts to destigmatize cannabis and increase the inclusivity of its community, while offering thoughtfully-designed products to her fanbase and consumers at large.
Some industry watchers warn that celebrity endorsement may reach a saturation point, at which it will be nearly impossible for consumers to decide which brand is best, better, or worst. Today, however, celebrity endorsement is vital to improving the economic health, inclusivity, and credibility of the industry. As celebrity endorsement grows, public acceptance is likely to follow as more consumers enjoy safe and high-quality experiences with cannabis products – whether they’re backed by the Biebs, Lil’ Kim, or your favorite Netflix actor.
Take-Aways:
- The rise in celebrity endorsements in the cannabis industry is projected to help normalize and de-stigmatize cannabis use, as well as increase the inclusivity and range of its community.
- Today’s celebrities have endorsed and crafted a variety of products, including THC-infused breath strips, cannabis beverages, and pre-rolled joints.
- Successful celebrity brands continue to enter today’s market, attracting their existing fanbase while appealing to new customers with innovative products and thoughtful aesthetics.
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