HIGH STYLE
The federal government has promised strict controls on marketing cannabis and accessories, but companies are working to counter the ‘stoner’ image of marijuana users,
The modern woman deserves the delightful moments provided by marijuana.
She carries her weed in a $275 leather stash bag made in Italy that is both elegant and odour proof.
At least, that’s according to Van der Pop, a hip cannabis lifestyle brand that sells luxurious accessories, along with the promise of wellness, fun and sex.
“Our aim is to enhance your flower-powered pleasure through a thoughtful and candid exploration of pot, its many magical properties and how it relates to better selfcare, sex and socializing,” says the website of the brand that also sells pipes that resemble modern-art sculptures and sleek vaporizers.
“Whether you’re a seasoned smoker or just getting started on your journey, Van der Pop is here to ensure your higher aspirations are realized and that you truly enjoy your trip.”
Van der Pop is no different than any company using lifestyle to sell its products. Except the products are related to cannabis.
The Van der Pop brand will soon be on two strains of cannabis sold to Canadian medical patients, dubbed “Eclipse” and “Cloudburst,” through a licensing deal with grower WeedMD. Like most of the Health Canada-licensed growers, WeedMD is preparing to enter the recreational market.
The Canadian government has promised strict controls on marketing of both cannabis and accessories when it ushers in legal recreational pot next summer. The question of how the industry will be allowed to promote itself is a key issue as the government creates the complicated regulatory framework around cannabis.
How it plays out will help determine not only the fortunes of the industry, but the social acceptance of a drug that still carries a lot of stigma.
The government says it does not want to promote cannabis use, especially among young people. The marketing rules reflect those governing tobacco rather than the more liberal advertising regulations around alcohol and beer.
The Cannabis Act bans advertising of cannabis or cannabis accessories to the general public. Limited “informational” or “brand preference” promotions are allowed in places where young people aren’t allowed — like cannabis stores — or if sent directly to adults by name. Promotions cannot appeal to young people, include a testimonial or endorsement, depict a person, character or animal or associate cannabis with a lifestyle suggesting “glamour, recreation, excitement, vitality, risk or daring.”
No sponsorships of events or facilities are allowed, either.
In fact, the act now before the Senate appears to prohibit activities that medical marijuana companies now engage in, from selling cannabis endorsed by Snoop Dogg to hosting music festivals.
Would Van der Pop’s website satisfy the prohibition on lifestyle promotions?
“Frankly, no,” said Odessa Paloma Parker, the head of content for Van der Pop and its parent company, Toronto-based Tokyo Smoke. Tokyo Smoke, which bills itself as “for the sophisticated smoker, those who embrace beautiful design along with alternative states of mind,” is setting up stores across Canada selling cannabis accessories, clothing and coffee.
The companies are working to counter the tired and inaccurate “stoner” image of cannabis users, said Parker. “We want to open up the community and let people understand that cannabis can be a normal part of life.”
Josh Lyon, the head of marketing, said Tokyo Smoke aims to “continually push the platform of consumer education and information; empowering consumers to be as informed as possible about their choices.
“We will always operate within the strict confines of the law, whatever they may end up being,” he said in a statement.
Canadian cannabis growers have been lobbying the government to loosen the rules to allow “responsible” advertising and branding. They are needed to educate consumers about products and to compete against the black market, company executives argue.
Branding helps consumers differentiate between high- and-low quality products, and between legitimate and contraband cannabis, said Brendan Kennedy, chief executive of B.C. grower Tilray. Branding will also help smaller craft producers entering the market compete against larger, better-known competitors. Without branding, companies will be forced into a race to the bottom, competing on price alone, he said.
Those arguments appear to be making little headway at Health Canada, which released proposed regulations that spell out in more detail what will be allowed.