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Are celebrities ruining or helping the cannabis market?

Seth Rogen, Lil Wayne and Jaleel White are just some of the dozens of celebrities with cannabis brands

From Gwyneth Paltrow to Jay-Z to, uh, Urkle, a look at the stars who are stamping their names on THC

The news that sitcom star Jaleel White has begun to market “Purple Urkle” cannabis products made us wonder: With recreational marijuana now legal in fifteen states, have we already hit a saturation point with celebrity tie-ins?

White, who played the nerdy Steve Urkle on the ‘90s ABC hit Family Matters, may not tick your box as a current celebrity, at least along the lines of Seth Rogen, Jay-Z or Snoop Dogg, all stars hawking their own THC product. But he is a “name,” and while his efforts do highlight a huge disparity in the cannabis realm (more on that below), he is just one of several past or present cultural icons who have tied their name into a growing business.

ItsPurpl logo
The logo for ItsPurpl, the new cannabis line from Jaleel White (aka “Urkle”)  ItsPurpl

But is “several” already too many?

“I think [the success of celebrity cannabis brands] depend on the celebrity,” says Verena von Pfetten, the co-founder of Gossamer, a cannabis publication that also makes its own CBD products, which we quite like. “The best ones — which are currently quite rare, feel authentic and true to the celebrity — offer something beyond a name or endorsement, and are built and branded in a way that allows them to grow beyond the celebrity themselves.”

While name recognition helps with launch and awareness — especially since brand marketing in cannabis is restricted due to federal regulation — that cannabis product could live or die by its celebrity identity.

To Read The Rest Of This Article By Kirk Miller on InsideHook

Published: May 23, 2021

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