Marketers Are Putting a New Face on Weed as They Navigate Regulations and Battle Stoner Stigma

Testing different approaches as brands size up cannabis' potential

The ad opens to a group of millennials wandering through the woods, the sun glistening through the trees as they blissfully stroll to a field of flowers. Upon their arrival, a montage reveals the idyllic day ahead of them: They laugh, picnic, play chess, take pictures and later huddle around a campfire to cap off the night.

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This story first appeared in the October 1, 2018, issue of Adweek magazine. Click here to subscribe.