There are a few historic truisms about cannabis: It sells itself, and it’s recession-proof.
The latter has proven to be the case in 2020—despite the devastating impact the coronavirus pandemic has had on the U.S. economy, legal weed has had a record-breaking year, most recently with a single-day high on Green Wednesday.
But as anyone in the industry will note, there’s skill involved in moving product, even one as desirable as ganja.
With that in mind, we’ve gathered some of our favorite marketing, which includes virtual activations, TV shows, out-of-home displays and purpose-driven packaging, in a best-of list that highlights the cannabis industry’s innovation, nimbleness and smarts. And for context, check out the top-of-2019 compilation to see how the business and its consumer communications have evolved.
“Trust the Earth” — Studio Number One
Charlotte’s Web went big in the heartland—the equivalent of 57 football fields in McPherson, Kansas—to make a statement about wellness and hemp with a visually stunning farm-art project. The pioneering CBD brand’s summer activation spanned more than 3 million square feet and took a lone wheat farmer a solid week to mow, aided by GPS and collaborator Precision Mazes.