Article by Kashmira Gander, Independent
Cannabis has long been associated with hippies and students. But as marijuana is gradually legalised across the US and other parts of the world, growers and sellers are looking to change its image and attract new clients.
Enter Olivia Mannix, the founder and CEO of Cannabrand: what is believed to be the first marketing agency dedicated to cannabis.
The firm launched in 2014, just as Colorado legalised marijuana not only for medical use but for recreation. Since then, the drug has been legalised in Washington, Oregon, California, Alaska, Nevada, Colorado, Maine and Massachusetts. As a result, hundreds of new firms have popped up, with celebrities Snoop Lion and Willie Nelson among those getting on the bandwagon. But for those without marketable names and millions of dollars, a little bit of clever marketing can be hugely important.
“I’ve been living in Colorado for ten years and I went to college in Boulder, Colorado, which is a quintessential cannabis town,” she tells The Independent. And her stance on the drug is clear: “Cannabis is not just a drug; it’s a medicine. I think it’s something that needs to really be communicated.”
Judging by Mannix’s career history, her attitude is understandable. She has worked at dispensaries in Colorado, and used medical marijuana after she underwent knee surgery following skiing accidents.