In anticipation of 4/20, the unofficial national holiday for cannabis culture, Southern California marijuana retailer MedMen is launching a multi-million dollar marketing push aimed at busting stereotypes of pot users. “Forget Stoner” features, respectively, a police officer, former NFL player, triathlete, physicist, nurse, entrepreneur and teacher in a series of clean, simple portraits against warm red backgrounds.
“Our campaign is all about celebrating that diversity and broad level of interest,” said CMO BJ Carretta. “There is something for everyone, and it is time to move beyond dated labels that don’t reflect the realities of today.” The campaign includes billboards in locales like Beverly Hills and wallscapes along the Santa Monica Freeway in downtown LA. Wild postings, print and other out of home ads will support “Forget Stoner” running throughout the summer. As part of the new advertising, MedMen and Paper magazine are also premiering a quarterly print publication, Ember, with coverage of the cannabis lifestyle and culture.