Editor’s Note: This story was updated at 9 a.m. ET March 4 to reflect comments from Shawn Gold, Chief Marketing Officer of Lowell Herb Co.
Although cannabis is becoming more accepted as it is legalized and regulated in both U.S. states and abroad, the industry still faces unique obstacles that other businesses do not, such as a lack of advertising and marketing channels.
This challenge was evident when CBS rejected Acreage Holdings’ Super Bowl ad in January, and the issue recently resurfaced at the Academy Awards, when ABC would not air Lowell Herb Co.’s commercial highlighting the company’s sustainable practices.
The rejected $2-million ad was directed by documentarian Cutter Hodierne and featured actress Bella Thorne.
“The commercial is a celebration of legalization, and an effort to further normalize cannabis culture,” Lowell Herb Co.’s chief marketing officer, Shawn Gold, told Cannabis Business Times. “We wanted to show the whole story, from the people