Embarc, a fast-growing dispensary chain primarily based in California, has launched a parody web site that takes its cues from The Onion, aiming to diffuse a few of the pressure round immediately’s divisive presidential election.

Pretend information tales on the platform known as Potlitico embrace: “Candidates blaze their method onto in style podcasts, show simply how ‘chill’ they are surely,” and “Kamala Harris and Donald Trump conflict in fiery debate over solar grown vs indoor hashish.” 

In the meantime, a premium Colorado weed firm dropped a digital and social marketing campaign saying two curated strains of flower “crafted to ease your thoughts, increase your temper” and “ease election nervousness,” per the model Cherry and its company accomplice Special Group U.S.

Movies to advertise the weed—dubbed POT-US: Hashish Merchandise For The Individuals—use smoke clouds, melodramatic music, and double entendres to make their unsubtle level. “Because the outcomes roll in, roll one up,” says the voice of god narrator in a single 15-second spot, whereas a social put up touts “an actual grassroots motion.”

With the stunts, Embarc and Cherry are tapping into a number of well-established tendencies within the cannabis trade: positioning themselves as go-to stress busters, and utilizing popular culture and mainstream occasions as springboards for model advertising and marketing. These campaigns are additionally well timed as ballots in 4 U.S. states function cannabis-related measures. 

Cherry’s product launch “is our method of becoming a member of the nationwide dialog,” based on Amy Ferguson, chief inventive officer at indie company community Particular. The strains purpose to “converse on to what persons are feeling proper now,” she mentioned.

All eyes on Florida

Probably the most carefully watched cannabis-related vote is Modification 3, which might legalize leisure weed gross sales in Florida, doubtlessly making a $6 billion annual inexperienced rush and overtaking California as the highest hashish market in America.

Voters in North Dakota and South Dakota have their very own adult-sales initiatives to contemplate, and Nebraskans will determine whether or not to ascertain a medical hashish program.

Florida’s modification could also be “a nail biter” to get the required 60% for passage, but when polls are correct, it might develop into the twenty fifth authorized rec state, important far past its borders, based on Morgan Paxhia, co-founder and managing director of hashish funding fund Poseidon.