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News January 16, 2019

Report: Cannabis Brands Are Upping Their Investment In Promotional Products

Faced with tough advertising regulations, the businesses are turning to branded merchandise.

By  Christopher Ruvo

Here’s some news that should put promotional products professionals on a high: Cannabis brands are increasingly investing in branded merchandise to market themselves.

So reports Ilyse Liffreing in an interesting article on Digiday. And there’s ample evidence to support there’s truth to the reported trend.

Faced with advertising restrictions from the government and social media platforms, cannabis companies see merchandise featuring their logos – sans stereotypical “stoner” iconography -- as a means to attract prospective customers’ attention without incurring regulatory wrath. Writes Liffreing for Digiday: “By selling hats, T-shirts and other items with only logos, and veering away from pot leaves or red, yellow and green Bob Marley flags, cannabis companies are getting away with marketing themselves on social media, and therefore driving new customers to its site.”

LTRMN provides a great example of legal marijuana’s push into promotional products. The Oregon-headquartered cannabis distribution company launched a logoed apparel collection that includes a traditional dad hat, a curved bill performance cap, a five-panel flat bill camp hat, a T-shirt, a hoodie, and socks. All items feature the simple “LTRMN” lettered logo imprint. LTRMN is planning a second clothing line for spring.

The hoodie, tee, socks and shorts from LTRMN’s first branded apparel collection. Available here.

Socks and a couple of the hats from LTRMN’s first collection. Available here.

Camp hat from LTRMN’s collection. Available here.

Another cannabis company going big on merch is Ignite, which sells CBD drops and vapes. This month, Ignite debuted an extensive logoed apparel line. The promotional products include hoodies, T-shirts, caps, shorts, a bucket hat, a beanie, a water bottle and even a bikini. Prices range from $30 for a T-Shirt or dad hat, to $75 for the bikini.

In a couple weeks, a company called ZenPup, which makes CBD products for pooches, plans to begin selling T-Shirts online – a strategy that will include incorporating social media influencers to build buzz, according to Digiday. Beanies and sweatshirts could follow.

The takeaway for promo pros is clear: It’s time to make a concerted effort to start winning clients in the nascent cannabis market, which could be a $146.4 billion industry by 2025. Tip: While each client’s aesthetic will be different and you’ll have to learn what that is, there appears to be a preference for streetwear-inspired fashion looks when it comes to merch. Think brands like Supreme, HUF and Obey.

If you haven’t already, check out the full Digiday report for more on cannabis and merch, as well as insights on how the marijuana industry is leveraging event marketing.