Marketing & Merchandising

Drake’s new cannabis company may open up previously restricted promotional opportunities

November 8, 2019

Canadian celebrity and superstar Drake recently became a cannabis retail owner.

Like tobacco regulations, cannabis advertising rules are restricted. Packaging must be plain, which means one of the primary methods of ensuring consumer brand recognition isn’t an option when it comes to cannabis packaging.

Positioned as a new branch of the already established Canopy Growth Corporation, Drake will own 60% of the newly formed More Life Growth Company. Although celebrity endorsements are prohibited under Health Canada’s advertising rules, Drake would be allowed to promote the company as an owner since he’s not being paid directly for endorsement.

In this still emerging market, cannabis companies are seeking creative strategies to form new and lasting relationships with consumers. According to the press release, the goal of More LifeTM includes wellness and “the hope of facilitating connections and shared experiences across the globe”.

“When we first began talks with Drake we were extremely inspired by and aligned with his vision to bring best-in-class cannabis products to the world,” said Mark Zekulin, CEO, Canopy Growth Corporation. “Drake’s perspective as a culture leader and entrepreneur combined with Canopy Growth’s breadth of cannabis knowledge will allow our new company to bring an unmatched cannabis experience to global markets.”

This isn’t the first time Canopy Growth has teamed up with a celebrity. Pineapple Express star Seth Rogan launched a line with the company called “Houseplant” and Canopy purchased a 25 per cent share the business with the goal of mainly providing expertise and infrastructure.

Find out more about the emerging market of cannabis retailing at Retail Cannabis Forum, including a session with Lacey Norton, VP of Retail for Canopy Growth.

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