America’s highest viewed sporting event will feature its first-ever paid sponsorship for a cannabis product. Baristas, the coffee company behind the ad, will promote its signature blend of CBD coffee in partnership with Flower Power.
This year the Cannabis industry was poised to join the realm of the mainstream, as Acreage Holdings Inc. a company in the cannabis cultivation, processing and dispensing business, produced a 60-second ad that was intended to be aired during the Super Bowl which showed three people suffering from varying health issues who say their lives were made better by use of medical marijuana. CBS and the NFL rejected the ad. However, the ad for CBD coffee was eventually approved.
With the recent declassification of hemp as a Schedule I narcotic due to the recent 2018 Farm Bill, things are changing. CBD’s place in the mainstream media seems likes it’s becoming more acceptable.
The advertisement will promote Baristas’ EnrichaRoast CBD coffee. It will run before, during, and after the game between the New England Patriots and the Los Angeles Rams on February 3.
Along with advertising their CBD coffee, the ad allows viewers to send a 120-character message to the halftime headliner, Maroon 5. Other artists slated to perform include Outkast’s Big Boi and Travis Scott.
The National Football League (NFL) and the Super Bowl, are both symbols of mainstream supremacy. Companies have marked their arrival in by advertising during the big game; Amazon, E-trade, Apple were the among those that made their mark with debut commercials during the big game.
It has not been easy for cannabis companies to get mainstream advertising spots, and this is great news for the cannabis industry.