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Celebrity Endorsement a.k.a. The Cannabis Side Hustle

Chasing the CBD Train

One can never underestimate the power of the celebrity endorsement, or the support that great partnerships can bring to a company. Think Lebron James and Nike, Tori Spelling with Fit Fab Fun, and many more too numerous to list here. The right endorsement can catapult a company’s profile into the mainstream, creating a social media and popularity buzz that is fueled by star power. Not only can this impact financial growth for the product but it can also bring awareness, acceptance and valuable information.

Cannabis is positioned at the right time both historically and in the market to leverage the reach that celebrities bring. As new consumers research the benefits of cannabis, in a world where regulation and legalization are easing the desire to sample products, word-of-mouth is still the best way to get noticed. When those words come from the mouth of an admired celebrity, athlete or star, consumers are more apt to give it a try.  When done authentically, this is good for normalizing cannabis and driving legalization around the world. 

Photo credit: MOVI

California based Plus Products Inc. recently just joined the list of CBD and Cannabis companies that are bringing in a famous face to give a voice to their products. Plus products specializes in cannabidiol or CBD infused edibles that target your desired effect, without the high. Founders Jake Heimark and Justin Gwin, pride themselves as a company who still puts a lot of care into products that “would make our grandmas proud”.  “We established our reputation in edibles by offering customers a consistent and precisely-dosed gummy using high-quality extracts,” stated Jake. It seems that Star and philanthropist John Legend agrees with the Plus Products Inc. founder and is the newest face to join this endorsement strategy. 

“I have been a believer in the benefits of CBD for some time,”

John Legend

“I was drawn to the PLUS team because they’re an innovative, family-run company, and they use science to deliver a consistent, high-quality product. I appreciate that they’re committed to setting a high standard within an industry that has to date been fairly unregulated.”  Legend stated.

Photo credit: MOVI

Canadian cannabis is not immune to celebrity partnerships; we have seen Martha Stewart grace the stage at the World Cannabis Congress here, and of course Houseplant is backed by funny guy Seth Rogen.

Cannabis influencers popularize instagram accounts geared at educating and influencing Canadian consumers, while showcasing up and coming producers, growers, product makers and ideas. It’s the perfect marketing strategy that can take on a life of its own. Celebrities generally have millions of followers, which equals millions of potential future consumers; one cannot argue that the trickle effect of these types of relationships create breeding grounds for many more opportunities to grow a new market. 

Cannabis CBD Influencers in Toronto

Jacqui Childs, Anita Glibota, Linda Thompson and Sarah Hanlon

We are just waiting for Drake to step up to the plate and join the band of celebrity endorsements driving the legal market forward.  #champagnepapi may soon become #cannabispapi There are no boundaries or limits in the world of celebrity endorsements it seems, and these are exciting times for companies and consumers alike. 

For our Canadian readers, hemp derived CBD is available in non-cannabis shops and online for home delivery across the United States.   In Canada however even hemp derived CBD is regulated under the Cannabis Act and the Cannabis Regulations in the same manner of tetrahydrocannabinol (THC). As we look at the introduction of edibles this fall, many consumers will be looking for ready-made CBD edible options, like the gummies offered by PLUS. Be sure to enjoy responsibly! Check out our edibles guide here.

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Written by Can Can Buzz guest writer: Andri Codeco. Andri is a canna curious freelance editor and writer, and more!

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