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Old 01-21-2014, 07:53 PM   #1
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Default Companies woo pot smokers with edgy ads

So far, no major pitches overtly use the word 'marijuana.' But they're hinting like crazy.

By Bill Briggs, CNBC




An air carrier is veering into a product-pitching space long dominated by late-night, fast-foodies, hinting at legalized marijuana while beckoning flyers to "get mile high."





Spirit Airlines, playing off the approved use and sale of cannabis in the Rocky Mountain State, dangles discounted fares to Colorado where, its ad informs, "the no smoking sign is off," nudging the content needle inside a sales niche called marijuana marketing.




The tactic has been delicately plied by other brands, including Taco Bell (YUM -1.32%), Jack in the Box (JACK +0.28%), Denny's (DENN -0.14%) and Carl's Jr. They have run ads intimating weed use, with code words like "munchies" or "bake," or with squinty-eyed characters engaged in apparent stoner babble.




But Spirit transports passengers through the sky from city to city, not gorditas from a drive-through window to a car. Should an airline mix pot and planes in its consumer messaging?




"Spirit operates in a cutthroat business. They get outshouted by the bigger brands so they have to make their marketing dollars work harder and go further. And the message needs to be disruptive," said Simon Williams, founder and CEO of Sterling Brands, a brand consultancy with clients that include Google (GOOG +1.14%), Disney (DIS +0.30%) and Visa (V -0.11%).




"One of the most effective ways of doing that is courting controversy. Another way is being irreverent. They appear to be doing both and adding some humor in the process," Williams added. "As long as Spirit is not alienating its core target, I think that the current messaging is fine."




With two states (Colorado and Washington) having legalized adult cannabis use and 21 states having sanctioned some form of medical marijuana, the number of mainstream companies that sprinkle a bit of pot into their TV pitches will only grow, predicted Timothy Calkins, a clinical professor of marketing at Northwestern University's Kellogg School of Management.




"Many brands in this country aren't going anywhere near the legalization issue. For most brands, that's very smart," Calkins said. "Some brands, though, can push this. We're going to see more brands take advantage of this and use this as a way to define themselves."




"Spirit Airlines has a certain character and, as a result, I think this works for Spirit," Calkins added. "But we're not going to see United (Airlines) embrace the same idea anytime soon."




So far, no mainstream companies that dabble in weed marketing overtly use the word "marijuana" in their ads. Then again, those same companies are unwilling to use any words when asked to explain the commercials: Calls and emails by CNBC seeking comment from Spirit, Taco Bell, Jack in the Box, Denny's and Carl's Jr., went unreturned.


http://money.msn.com/top-stocks/post...-with-edgy-ads

once marijuana show corporate America the money it won't take long weed will be legal.
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Old 01-21-2014, 08:28 PM   #2
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Default Re: Companies woo pot smokers with edgy ads

It will be interesting to see how the new laws effect the free market.

I'm trying to think what other companies might see a boost in sales/profits thanks to increased sales of legalized marijuana... Pepsi (who owns Lays and Funyuns) jumps to mind.
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Old 01-21-2014, 10:36 PM   #3
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Default Re: Companies woo pot smokers with edgy ads

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It will be interesting to see how the new laws effect the free market.

I'm trying to think what other companies might see a boost in sales/profits thanks to increased sales of legalized marijuana... Pepsi (who owns Lays and Funyuns) jumps to mind.
Out here, in San Diego, it's already started.

There is a whole series of these commercials.

This one is my favorite, because my friends have sent me on a million Jack runs (I'm always the designated driver, and in turn, the late-nite food procurer). Anyway, I have bought (literally) $60 worth of tacos in one trip.

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Old 01-21-2014, 10:55 PM   #4
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Default Re: Companies woo pot smokers with edgy ads

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It will be interesting to see how the new laws effect the free market.

I'm trying to think what other companies might see a boost in sales/profits thanks to increased sales of legalized marijuana... Pepsi (who owns Lays and Funyuns) jumps to mind.
cereal companies, flavored water soda caffeinated drink companies, advertising firms with a new angle to hit consumers with. come to mind. new games to mess with people high on weed. weed paraphernalia pipes, bongs, papers, blunt raps, and others.
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Old 01-21-2014, 10:58 PM   #5
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Old 01-21-2014, 11:25 PM   #6
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Default Re: Companies woo pot smokers with edgy ads

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Out here, in San Diego, it's already started.

There is a whole series of these commercials.

This one is my favorite, because my friends have sent me on a million Jack runs (I'm always the designated driver, and in turn, the late-nite food procurer). Anyway, I have bought (literally) $60 worth of tacos in one trip.

also I have bought a few late night buckets of chicken.

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Old 01-21-2014, 11:50 PM   #7
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Default Re: Companies woo pot smokers with edgy ads

new products
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Old 01-21-2014, 11:52 PM   #8
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Old 01-22-2014, 05:27 PM   #9
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Default Re: Companies woo pot smokers with edgy ads

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cereal companies, flavored water soda caffeinated drink companies, advertising firms with a new angle to hit consumers with. come to mind. new games to mess with people high on weed. weed paraphernalia pipes, bongs, papers, blunt raps, and others.
Dr. Pepper Snapple, Coke and Pepsi own most of the snack foods/sports drinks.

Cereal is something I didn't consider. General Mills is a solid staple in that regard.
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Old 01-23-2014, 07:15 PM   #10
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Default Re: Companies woo pot smokers with edgy ads

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LOL

When I was visiting Seattle in December my cousin asked me what I thought of the Jack In The Box ads that appeal to stoners - I said I had not seen them since we do not have Jack In The Box back East - now I know
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