Our buds over at once of California’s most well-known cannabis dispensaries, Embarc, launched a new hybrid strain of weed named “The Devil’s Lettuce” on October 13, 2023, just in time for Halloween.
While this creative and branding endeavor might appear entertaining on the surface, it raises important questions about the role of marketing in the cannabis industry and the persistent stigmatization that surrounds it.
The Devil’s Lettuce campaign takes a tongue-in-cheek approach, drawing inspiration from the horror film genre. The marketing playfully likens cannabis consumption to iconic villains from horror films, such as the Creature from the Black Lagoon and the Invasion of the Body Snatchers. The underlying message? Beware the Devil’s Lettuce, as it’s portrayal ius more terrifying than these classic movie monsters.
One of the primary goals of the Devil’s Lettuce campaign is to shed light on the stigma that still lingers around cannabis legalization. The associated merchandise and the Fear the Lettuce website provide a timeline of historical anti-marijuana campaigns dating back to the 1950s, like “Reefer Madness,” which contributed to the irrational fears surrounding cannabis use.
Despite the progress made with state-level cannabis legalization, deep-seated stereotypes and racial injustices continue to shape perceptions and policies. This highlights the persistent challenges in rectifying past wrongs, which is arguably a real horror story in itself.
For squares the Devils Lettuce Strain Costs $666
The campaign’s timing, coinciding with Halloween, features a trailer, playlist, and film-inspired merchandise including a really dope shirt with their dope-ass Devil’s Lettuce artwork. The aim is to present a captivating, artistic, and educational campaign. The pricing of the Devil’s Lettuce at $16.66, or $666 for those who don’t join Embarc’s Passport Club! That’s a lot!
In an industry that’s striving for legitimacy and public acceptance, campaigns like The Devil’s Lettuce raise concerns. While it’s important to acknowledge the creative and inspired aspects of this marketing endeavor, it’s equally crucial to question the motives and implications behind such a campaign.
The Devil’s Lettuce taps into the appeal of horror films and Halloween, but it also plays into the stereotypes that have long plagued the cannabis community. It’s vital to remember that cannabis has therapeutic potential and is used for medicinal purposes by countless individuals, and efforts to de-stigmatize its use should be genuine and not simply a Halloween gimmick.
As Embarc and other cannabis companies continue to explore creative ways to market their products, it’s essential to consider the broader impact of these campaigns and the responsibility that comes with such influence. In the end, the real horror story might not be the Devil’s Lettuce itself, but the enduring societal biases and injustices that persist in the cannabis industry.
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