Snoop Dogg nearly broke the internet with his pre-Thanksgiving declaration that he “decided to give up smoke.” With one Instagram post, people lost their minds when faced with the thought that one of the most well-known celebrity canna-connoisseurs could be potentially leaving the cannabis community for good. It turns out that the post was part of a well-thought-out strategic marketing campaign between Snoop and Solo Stove for its smokeless fire pit. With the distribution of the company’s press release announcing him as the newest “smokesperson,” the cannabis community collectively let out a sigh of relief. But what can be taken away from this clever case study? Celebrities hold more power and influence in global cannabis culture than ever before.
Celebrity-backed cannabis brands boast big household names from actors Seth Rogan and Gwyneth Paltrow to rockers and rappers like Jerry Garcia and Wiz Khalifa and everyone’s favorite homemaker, Martha Stewart. Even former heavyweight champion “Iron Mike” Tyson has thrown his hat into the ring and made a special appearance at this year’s MJBizCon in Las Vegas to promote his premium cannabis brand, Tyson 2.0. It seems like anyone who’s anyone is riding the new green wave.
When marketed effectively, celebrities can be a driving force for the industry by strategically investing in companies, tapping larger and more diverse consumer bases, normalizing cannabis use, leading conversations and education about the plant and driving brand engagement and sales.
Celebrities have already established a strong presence in the U.S. cannabis markets. According to MJBiz, several celebrity brands offered in California, such as Houseplant by Seth Rogan, Mirayo by Santana and Khalifa Kush Enterprises by Wiz Khalifa, outperformed traditional brands in monthly sales in the first quarter of 2023, according to data from Seattle-based cannabis analytics provider Headset. While traditional brands averaged $26,591 in monthly sales in Q1, nine celebrity brands exceeded that figure, with five generating monthly revenue well above the $100,000 mark, while offering cheaper products on average.
Celebrity success and influence have been shown and proven in U.S. markets, but as the industry expands on the global stage, we’re questioning: What role can celebrities play within soon-to-be established legalized and expanding markets across the globe?
Let’s look towards Germany; the country of more than 83 million people is on track to legalize adult-use cannabis in the first quarter of 2024. Its medical market is set to expand through the reclassification of cannabis as a non-narcotic in April, as confirmed by the governing Social Democrats. The medical cannabis market in Germany has grown annually and the number of patients is growing along with it. Following the reclassification of cannabis as a non-narcotic, the number of medical cannabis patients could increase further.
In addition, under the new law, licensed cannabis clubs will be able to cultivate and distribute cannabis to their adult members. Germans will be able to possess up to 25 grams of cannabis for recreational purposes and grow up to three plants at home, cultivating a maximum of 50 grams of dried flower.
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The reclassification of cannabis is set to be the true game-changer for the German cannabis industry as it will allow the ease of regulatory requirements for the production, distribution, storage and documentation of medical cannabis. Safety standards will be simplified, lowering prices across the value chain, especially for manufacturers, importers and pharmacies.
Under current policies, German patients often find it difficult to qualify for cannabis treatment despite having medical conditions that may be alleviated by the plant’s wellness properties. Medical patients are required to have a special narcotics prescription for medicinal cannabis. With reclassification, patients can access medical cannabis through a regular prescription, and physicians can prescribe it for a wider range of medical conditions.
Amid the expansion of medical cannabis and the legalization of adult-use cannabis, now is a crucial time for celebrities to use their resources and influence for the betterment of the burgeoning market. So far, the medical-only cannabis market has attracted investments from high-profile locals, including German film actor Moritz Bleibtreu, who is known for his role in Run Lola Run, top model Stefanie Giesinger, TV host and producer Klaas Heufer-Umlauf, German rapper Sido and football player Mario Götze. According to Bleibtreu, one of the main reasons he decided to invest in the German cannabis industry is to advocate for the continued de-stigmatization of medicinal cannabis.
The industry is ripe for more celebrities and high-profile individuals within Europe, the U.S. and Canada to tap the industry before the market expansion takes place. One of the celebrity communities that can now enter the global cannamarket is the National Basketball Association (NBA) players. Under the new union deal, cannabis has been removed from its banned substances and NBA players can invest in cannabis companies and promote related brands.
There are opportunities to invest in the German cannabis market at every level of the value chain. Aside from providing capital, high-profile individuals can be leveraged by brands to lead promotional events and partnerships to drive sales. After the sensational World Championship 2023, basketball is on the rise in Germany. Six German players are active in the NBA, including the Wagner brothers and German captain Dennis Schröder. But NBA players have also been present in German schoolyards since Michael Johnson or, at the latest, since Michael Jordan’s legendary run with the Chicago Bulls.
The medical market is strictly regulated in Germany, and advertisements are forbidden. This will also be the case in the upcoming decriminalized adult-use cultivation. At the same time, education is needed to overcome stigmatization and to inform about responsible usage. Celebrities can play a major role in not only advocating for cannabis but also being role models. Such action is crucial both in new and established markets to provide knowledge to consumers in the U.S. but also to break stigmas in Germany and beyond. Amid an expansion of the German market, it’s important for business leaders, prescribing doctors and brand spokespeople to come together and lead conversations and education on cannabis together.