Under the Influence with Terry O’Reilly

Episode: Cannabis Marketing
Date: December 20, 2025
Host: Terry O’Reilly, Apostrophe Podcast Network

Episode Overview

In this engaging exploration, Terry O’Reilly dives into the history, evolution, and unique challenges of cannabis marketing. He traces the ancient roots of cannabis, the turbulent journey towards legalization, and how current advertising laws shape the surprising, creative approaches brands take today. The episode weaves fascinating stories from pop culture, celebrity entrepreneurship, and retail innovation to reveal how cannabis moved from the criminal underworld into the mainstream—and under the influence of clever marketing.

Key Discussion Points & Insights

1. A Cultural and Historical Primer

• The Beatles and Bob Dylan’s Cannabis Encounter (04:30–06:20)

  • Terry opens with a humorous anecdote: The Beatles’ first experience with marijuana in 1964, sparked by Bob Dylan, which inadvertently influenced their music and popular culture.
    • "Dylan looked puzzled. Lennon said, 'The words are I can't hide, I can't hide, I can't hide.' That was news to Dylan, so he offered to roll a joint." [06:10]

• Cannabis Through the Ages (07:05–13:50)

  • Cannabis' long-standing role, dating back to 8000 BC as one of the first cultivated crops.
  • Hemp’s significance in ancient civilizations, including China and Mesopotamia, and mandates from leaders like King Henry VIII for its cultivation.
  • Early Canadian connections: First recorded crop in 1606, and government support in the 19th century.

• From Medicine to Menace (13:50–19:15)

  • Cannabis was a staple in 19th-century medicine, even featured in Eaton's and Sears catalogs.
  • The turn of the 20th century saw mounting drug hysteria fueled by racial anxieties:
    • "Drug issues were always framed as race-based." [14:45]
  • Influential voices, like Emily Murphy’s alarmist book The Black Candle (1922), advocated for prohibition based on unsubstantiated fears.

2. Regulation, Rebellion, and Legalization (19:15–26:10)

• Canada’s Shifting Laws

  • Despite early bans (1923), cannabis remained largely unknown among the public and law enforcement for decades.
  • Media and films (e.g., The Terrible Truth, 1951) fueled fear and stoked myths, associating cannabis with hard drugs and even communist plots.
    • "The film taught Canada to fear marijuana." [18:45]

• The Counterculture and The Ledane Commission

  • The 1960s counterculture movement brought cannabis into the open.
  • The Ledane Commission (1969–73) recommended decriminalization after extensive study but was ignored by the federal government.

• Global Legalization Landscape

  • Uruguay led the way in 2013; Canada followed in 2018 under Justin Trudeau.
    • "Even though Pierre Trudeau didn’t legalize cannabis, his son Justin finally did in 2018, making Canada the first G7 country to do so." [23:20]
  • U.S. remains patchwork, with 24 states allowing recreational use.

3. The Business of Cannabis – Stats & Trends (26:10–29:50)

• Market Size and Economic Impact

  • Canadian market: $5 billion, projected to reach $7 billion (2024).
  • Beer comparison: $9 billion in annual sales.
  • 3,700 stores, over 100,000 jobs, $40 billion added to Canadian GDP.

• Strict Regulations Spur Creative Marketing

  • Despite stringent branding laws, companies employ innovative advertising tactics.

4. Creative Cannabis Marketing Tactics (29:50–37:45)

• Unconventional Campaigns

  • Up Cannabis’ tongue-in-cheek banking posters:
    • "Our interest rates are so high," "E-Transfer yourself somewhere else," and the ambiguous URL isthisreal.ca guiding visitors through an age-gate to the cannabis site.
    • "It put up posters that appeared to be for an online bank..." [30:15]

• Celebrity Brands & Personalities

  • Drake: Investor in Bullrider.
  • Justin Bieber: Peaches line.
  • The Tragically Hip: Naming strains after their songs, e.g., "Grace," "Morning Moon," "El Dorado."
    • Rob Baker (guitarist): "Marijuana has been a part of the band for a long time..." [34:10]
  • Seth Rogen: Houseplant brand, incorporating stylish household goods, and reflecting on the challenge:
    • "Marketing is a thing that we have... It's always a challenge to kind of crack how to communicate it." [35:25]
  • Other Stars: Snoop Dogg, Cheech and Chong, Jim Belushi, Whoopi Goldberg, Chelsea Handler, Martha Stewart (CBD for people and pets).

• Pioneers and Retail Innovations

  • Willie Nelson: Early musical references, founder of Willie's Reserve.
    • "I've bought so much of it, it's time to start selling it back." – Willie Nelson [36:40]
  • Upscale Retail: Barneys New York’s “High End” cannabis department, $1,100 glass bongs, Neiman Marcus’s CBD lotions, Higher Standards’ $6,000 pot pipe.
    • "Luxury retailer Neiman Marcus has started to sell soaps, lotions and other skin care products made with CBD." [37:22]

5. Cannabis’ Ripple Effect on Other Industries (37:45–41:55)

• Fast Food & Munchies Marketing
  • 43% of cannabis users go to McDonald’s post-use.
  • Jack in the Box’s "Munchie Meals," priced at $4.20—a subtle weed reference—via collaboration with Snoop Dogg’s media company.
  • Scott’s Miracle-Gro, hydroponics, and LED lighting sectors all see growth due to cannabis legalization.

6. Product Innovations & Creative Communication (41:55–45:00)

• Infused Products Galore

  • Cannabis- and CBD-infused: beers (Saria), soft drinks, bottled water, ice cream (Ben and Jerry’s), Thanksgiving gravy, tampons, toothpaste, chewing gum, and even sports apparel.
  • Saria’s clever workaround for marketing bans—embedding promotional messages in Spotify playlists:
    • "Legally, this ad can't say much, but this playlist can." [44:12]

• The Future of Cannabis Marketing

  • O'Reilly predicts advertising regulations will slowly relax to resemble those governing alcohol after seeing public safety campaigns ("Don't Drive High") mirror "Don't Drink and Drive."
    • "To be more visible than that right now would be one toke over the line when you're under the influence." [45:20]

Notable Quotes & Memorable Moments

• On Myths Around Cannabis (Emily Murphy’s Impact):
  "Murphy's book portrayed an alarming picture of drug abuse in Canada...making unsubstantiated claims that marijuana users became raving maniacs." [15:30]

• Seth Rogen on Cannabis Advertising:
  "It is always a challenge to kind of crack how to communicate in the U.S.... there’s not a lot of ads for that kind of thing out there." [35:25]

• Willie Nelson on Entrepreneurship:
  "I've bought so much of it, it's time to start selling it back." [36:40]

• Terry O'Reilly’s Forecast:
  "My guess is that cannabis advertising regulations will slowly begin to mirror the beer industry." [44:47]

Major Timestamps

• 00:00–04:30 — Introductions, The Beatles & Dylan Story
• 07:05–13:50 — Early History of Cannabis
• 13:50–19:15 — Prohibition, The Black Candle & Media Panic
• 19:15–26:10 — Counterculture, The Ledane Commission, Legalization
• 26:10–29:50 — Cannabis Market in Canada, Stats & Trends
• 29:50–37:45 — Marketing Strategies, Celebrity Brands, Creative Campaigns
• 37:45–41:55 — Cannabis Ripple Effect on Other Industries
• 41:55–45:00 — Product Innovations, The Future of Cannabis Marketing

Tone & Style

Terry O’Reilly’s storytelling blends humor, pop culture references, and sharp marketing insights, never shying from ironies or unexpected twists. The information is rich but approachable, packed with real-world examples and delivered in an inquisitive, often wry tone.

In short: This episode is a witty, enlightening journey through cannabis marketing’s past, present, and probable future, spotlighting the inventiveness compelled by a tightly regulated, swiftly expanding industry. Whether you’re a marketer, entrepreneur, or simply curious about this cultural shift, O’Reilly connects the dots with characteristic flair.