JAYFORCE

“The ‘Green Crack’… That’s a real branding problem. You wanna get rid of the stigma…for moms.”
– Jessica Roake

Go for the moms. U.S. industry has pursued that marketing strategy for over a century. Exhibit: ‘soap’ operas (e.g. the ‘stories’) being produced specifically to sell SOAP to housewives back in the day. The tobacco smoking industry’s advertising included moms in the targeting mix (hell, they even included ‘doctors’ in some ads). The green industry machine had to eventually get around to talking to moms in their promotions (got to calm down eff’n ’round with these damn kids haha).

[The legal cannabis industry is] searching for ways to get moms around the country to set down their wine and light up. We travel to Denver with Jessica Roake, a mother of two from the suburbs of Washington, DC, for a mom-friendly cannabis tour. She gets blazed beyond belief in the name of market research.

Ah, VICE. This is that good good… article. Watch above.

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