The "Make it Happen" Challenge.
Did someone say "Make it Happen", the crowd-sourcing challenge to see if my big ideas can come to fruition thanks to the rich community of creatives, writers, artists, designers, inventors, scientists, architects, pharmacologists, techies, provocateurs, ethicists, military contractors, etc.
MIH Brief 010
OBJECTIVE:
Create a comprehensive advertising initiative in preparation for the legalization of marijuana in California.
Check this out for more background, but to surmise, the latest polls in California put support for the proposition to legalize marijuana at 49% with 41% against. So with just a few months to go before Californians go to thepot polls the probability of the Golden State becoming the Toking State is now more likely than ever.
With this in mind, it's never to early to start conceiving an effective and imaginative marketing plan. The annual California pot output, according to the state Board of Equalization, is estimated to be worth $14 billion. Those who are ready to hit the ground running, should marijuana become legal, will be laughing all the way to the bank.
Check this out for more background, but to surmise, the latest polls in California put support for the proposition to legalize marijuana at 49% with 41% against. So with just a few months to go before Californians go to the
With this in mind, it's never to early to start conceiving an effective and imaginative marketing plan. The annual California pot output, according to the state Board of Equalization, is estimated to be worth $14 billion. Those who are ready to hit the ground running, should marijuana become legal, will be laughing all the way to the bank.
THOUGHT STARTERS:
- Brand naming will be crucial. What kinds of dynamic, fun, sexy names should we be looking for? Here are a few possible examples: "Jamaic my day"; "Aztoka"; "Starbuzz"; "Negril Nirvana"; "Cannibliss"; "Ganga Lites"; "Acapulco Daze";
- Brand packaging will be critical too. What designers can we work with to create the most irresistible designer bags? Think about how the product will be distributed. Is there an opportunity to sell "ready-made" joints? Or is half the fun in the preparation itself.
- Smoking pot should be a very communal activity. What kinds of social media applications can we create to help foster this sense of community? For example, how about 'Toke Me' on Facebook. What better way to send a virtual joint to a friend.
- Music and pot go hand in hand. Which artists can we employ to create the right image? There should be a wide array of talent to chose from.
- What music events can we sponsor and promote? "Mary Jane's Musical Jamboree" has a nice ring to it.
- Is their an opportunity to create branded programming on VH1? For instance, "One Hit Wonders" brought to you by Starbuzz.
- Then there's a celebrity angle. Which celebrity spokespeople could we recruit to lend their credible voices? Cheech and Chong are obvious, but who else? Bill Maher would be a topical choice, although in truth he's already a spokesman. Woody Harrelson is another. Perhaps someone less expected, like Al Gore.
- How about a Direct Response initiative? Could we create an educational DVD with the "video professor", in which he instructs how to roll the perfect joint.
- What about the cross-promotion potential with relevant companies? Snack food companies and ice-cream manufactures seem perfect. Ben and Jerry's anyone?
- Is there an opportunity to partner up with Starbucks to build and manage marijuana cafes a la Amsterdam?
- Brand packaging will be critical too. What designers can we work with to create the most irresistible designer bags? Think about how the product will be distributed. Is there an opportunity to sell "ready-made" joints? Or is half the fun in the preparation itself.
- Smoking pot should be a very communal activity. What kinds of social media applications can we create to help foster this sense of community? For example, how about 'Toke Me' on Facebook. What better way to send a virtual joint to a friend.
- Music and pot go hand in hand. Which artists can we employ to create the right image? There should be a wide array of talent to chose from.
- What music events can we sponsor and promote? "Mary Jane's Musical Jamboree" has a nice ring to it.
- Is their an opportunity to create branded programming on VH1? For instance, "One Hit Wonders" brought to you by Starbuzz.
- Then there's a celebrity angle. Which celebrity spokespeople could we recruit to lend their credible voices? Cheech and Chong are obvious, but who else? Bill Maher would be a topical choice, although in truth he's already a spokesman. Woody Harrelson is another. Perhaps someone less expected, like Al Gore.
- How about a Direct Response initiative? Could we create an educational DVD with the "video professor", in which he instructs how to roll the perfect joint.
- What about the cross-promotion potential with relevant companies? Snack food companies and ice-cream manufactures seem perfect. Ben and Jerry's anyone?
- Is there an opportunity to partner up with Starbucks to build and manage marijuana cafes a la Amsterdam?
MANDATORIES:
- All marijuana packaging must have the Good Housekeeping Seal of Approval.
- Marijuana "blended" products must disclose all ingredients.
- Marijuana "blended" products must disclose all ingredients.
Good luck and make it happen, people!
3 say something:
We can only hope.
Recycling your old material?
Cannibliss! I'll have two dime bags please.
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