Pathfinding: Marketing a New, Taboo Industry
On the precipice of an open commercial market, growing companies involved in production and distribution of legal cannabis products are a lightning rod for the best and brightest in marketing and communications. Who will best navigate the murky terrain of proposed legislation, divided public opinion and decades of counter-promotion that has labelled this natural plant product a controlled substance?
Paula Whitmore is director of partnerships and events at Aurora Cannabis Inc. and after 90 days in her new role is still excited to talk about the change of course in her career and the responsibility of representing a comparatively new brand and industry.
A graduate of Humber College, much of Paula’s experience was developed working with the Toronto International Film Festival (TIFF) over 6 years. A specialist in management of fundraising events and special initiatives, her experience working with community organizations and their high-level sponsor partners provides insight into how she might now be able to donate support rather than receive.
“I’m drawn to the opportunity to represent a community who deeply values a corporate culture of responsibility. When looking for opportunities that capture attention and help connect our brand to people we focus on ways that support communities, particularly in areas of arts and culture.”
As an example, Aurora was recently a presenting partner at the NXNE festival in Toronto, a 10-day event featuring a mix of activities including comedy shows, free music, art exhibits and gaming. The event also featured panel conversations about how the cannabis industry is engaging the community through cultural activities.
Could the future of this community support and outreach be put in jeopardy by new legislation?
Proposed restrictions on the abilities of the cannabis supply chain to promote their branding and products and services specifically targets cannabis brand elements and the potential consumers who may become engaged with the campaign.
While the #FreeTheSwag movement was quieted when the amendment to ban all promotional merchandise was repealed, the audience of who may create, distribute and receive cannabis branded promotional merchandise was restricted within guidelines similar to alcohol.
Merchandise may be created and offered within B2B sale channels, provided: the recipients are over 18 years old, the products do not associate with a way of life that present glamour, excitement, vitality or recreation; and the products do not have a youth attraction.
As far B2C offers, branded promotional products may be offered for a price at the point of sale where cannabis products are legally available, but with no room for incentive offers like free with purchase.
Corporate sponsorship is targeted in two areas, sections 21 and 22 of Bill C-45. The two paragraphs strictly prohibit the use of cannabis brand elements in the use of displays, naming rights and promotions of any person, entity, event, activity or facility.
Could it be this is why one of the country’s largest cannabis companies has dropped the c-word from its promotional branding, choosing instead to identify as AURORA – The Healing Power of Nature. “
The current [marketing] landscape is incredibly grey… We value respect and the belief that our products have real medical value that can help transform lives and provide the opportunity to lead a more productive life.”
kianamaiart
turnnoffyourmind
dailybridgerton
ellievsbear
blakekathryn