Cannabis at The Oscars & The Grammys
The Academy Awards, also known as the Oscars, are a set of awards for artistic and technical merit in the film industry. The ceremony has turned into an important cultural event that is watched around the world. However, something is new at this year’s Oscars ceremony - cannabis.
Every year, gift bags are given to celebrities that often contain up to six figures worth of expensive products. For the first time ever, a collection of cannabis products, mainly skincare and beauty-focused items, will be featured in this year’s swag bags.
This year’s gifts will feature Coda Signature cannabis-infused edibles, topicals and concentrates, CBD Rx Supreme (a CBD-infused topical treatment designed to slow down the effects of aging), and skincare brand High Beauty’s cannabis-infused facial moisturizer and facial oil. Quebec-based Nannette de Gaspé, will have their “cannabis sativa infused bath soak treatment” included in the gift bags. Celebrities are also receiving an annual VIP membership to MOTA, L.A.’s first cannabis-friendly social club and dispensary.
Lash Fary, founder of Distinctive Assets, the brand that puts together and distributes the gift bags, told Forbes that the inclusion of cannabis products is tied to the legalization of marijuana in California. Fary says the products are designed to “help celebrities with their stress and anxiety”.
The fact that these items are being included with little to no controversy shows how far cannabis has come in the public’s perception.
Even though cannabis is becoming accepted inside The Oscars, marijuana companies are unable to purchase advertising spots during the ceremony.
California-based Lowell Herb Co. says it tried to buy air-time during the Oscars for $2 million to debut an ad starring former Disney star Bella Thorne, but that it was rejected by ABC.
The spot for the company features family farmers tending to sustainable growing practices in large fields, transitioning to celeb Thorne consuming the finished product with some hip friends at a party. The company says the ad is a “celebration of California legalization,” and Bella Thorne told Page Six that, “It’s a shame that, that message won’t be televised… for now.”
Here is the rejected ad:
The Grammy Awards are presented yearly by The Recording Academy to recognize achievements in the music industry. The 61st Annual Grammy Awards were held earlier this month on February 10 at the Staples Center in Los Angeles. This year, a Seattle-based company made history with the first ever CBD product ad to air during this award show.
Baristas Coffee Company, Inc aired the first ever CBD product ad for CBD-infused coffee at this year’s Grammys. The ad also appeared at the Super Bowl LIII halftime show, and is expected to be shown at future NASCAR events.
CBS allowed the coffee company’s ad to run during The Grammys, despite rejecting a medical cannabis Super Bowl ad for Acreage Holdings earlier this month. However, CBS also allowed The Baristas Coffee Company ad to air at the Super Bowl halftime show. This is a clear sign that the company’s ad policy will allow ads for CBD products, but not for cannabis companies.
The commercial featured recording artist Megs McLean and advertised Baristas EnrichaRoast CBD coffee and White Coffee.
“Having Megs McLean as the face of the ads will further aid in reaching this audience in yet another historical event for not only Baristas, but for all legal cannabis companies as well,” Baristas Coffee Company CEO Barry Henthorn stated. “The Grammys reach a very select group that we think aligns well with our EnrichaRoast CBD and other coffee products. Having Megs McLean as the face of the ads will further aid in reaching this audience in yet another historical event for not only Baristas, but for all legal cannabis companies as well.”
The media buys were facilitated through ReelTime Media. The CBD specific ads are being placed through Canna Broadcast Media, a company that specializes in getting cannabis brands access to mainstream media. CBMJ is the only company that ReelTime Media will allow cannabis ads to be placed through on their networks or portals.