If there was one thing Bob Marley loved, it was sweet reggae music. If there was another, it might be his family, or his hometown of Kingston, about which he sang poignantly throughout his career, or it might be the ganja. And if there was a third thing, that third thing must have been branding opportunities. Just look at all the Bob Marley stuff you can buy!
Now, finally, all of those passions will live as one: introducing Marley Natural, "a premium cannabis brand rooted in the life and legacy" of the reggae legend who famously advocated revolution. It's slated to hit weed-legal markets late next year. NBCreports:
The line will include pot-infused creams, accessories (like vaporizers in the style of e-cigarettes) and strains of "heirloom Jamaican cannabis," inspired by the herb that Marley enjoyed in extravagant, finger-sized joints.
A true corporate brand is a major milestone in the ragamuffin world of legal cannabis, where most products still have juvenile names (like Alaskan Thunderf—k) and a sales machine that depends on bikini girls and graffiti markers.
By contrast Marley Natural will look like a modern consumer product, cleanly packaged and marketed with the help of the same agency that branded New Balance and Starbucks Coffee. The cannabis itself will be sold as "loose packed" buds, oils or concentrate, executives said. Sorry, folks, no pre-rolled joints.
What with Bob Marley™ official coffee, headphones, backpacks, wristwatches, t-shirts, sweatshirts, baby shirts, posters, coozies, coin purses, picture books, and makeup bags already available, adding a line of vape pens and heirloom pot was clearly the only irie thing for the Marley estate to do. How else would discerning smokers know which brand to buy?
"It just seems natural that Daddy should be part of this conversation," Marley's 47-year-old daughter Cedella Marley said. "As Daddy would say, 'make way for the positive day.'"
Marley Natural is owned by Privateer Holdings, a Seattle private equity firm.
[Image via AP]