Pot industry wants to see ‘stoner’ stereotype go up in smoke

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Pot industry wants to see ‘stoner’ stereotype go up in smoke

‘We want to be seen as luxury quality but affordable’
A billboard for MedMen, a marijuana dispensary, is placed at an intersection in Los Angeles. MedMen rolled out an ad campaign this spring that featured photos of 17 people including a white-haired grandmother, a schoolteacher, a business executive, a former pro football player and a nurse, being splashed across billboards, buses and the web.
Judd Weiss, CEO and founder of cannabis company Lit.Club, believes the industry needs to do still more. He suggests marketing products in a way that makes them look more than just respectable, but as the herbal equivalent of a fine bourbon or scotch.
Michelle Janikian, who works at Frontera Cafe in San Cristobal de Las Casas, Mexico. Janikian, writes about marijuana for publications like Herb, Playboy and Rolling Stone, says after she tells someone what she does for a living she usually spends the rest of the conversation “trying to act so friendly and mainstream” so they don’t think she’s stoned.

Pot industry wants to see ‘stoner’ stereotype go up in smoke

A billboard for MedMen, a marijuana dispensary, is placed at an intersection in Los Angeles. MedMen rolled out an ad campaign this spring that featured photos of 17 people including a white-haired grandmother, a schoolteacher, a business executive, a former pro football player and a nurse, being splashed across billboards, buses and the web.
Judd Weiss, CEO and founder of cannabis company Lit.Club, believes the industry needs to do still more. He suggests marketing products in a way that makes them look more than just respectable, but as the herbal equivalent of a fine bourbon or scotch.
Michelle Janikian, who works at Frontera Cafe in San Cristobal de Las Casas, Mexico. Janikian, writes about marijuana for publications like Herb, Playboy and Rolling Stone, says after she tells someone what she does for a living she usually spends the rest of the conversation “trying to act so friendly and mainstream” so they don’t think she’s stoned.
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