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Cannabis Goes Prime Time

Yes, *that* Snoop Dogg.

If you were among the 111 million Americans watching Superbowl LI, you came away with two inescapable conclusions:

  1. He may have said it during a baseball game, but Yogi Berra’s “It ain’t over til it’s over” is still true as ever; and

  2. T-Mobile was all in when it came to in-game ads, chalking up as much as even Anheuser-Busch in total airtime.

That second point bears some attention - at least in part - because one of their commercials was bristling with innuendo. And no, we’re not talking about the “50 Shades”commercial…we’re talking about Martha Stewart and Snoop Dogg.

Now, you may or may not know that Martha and Snoop have been friends for some time, and you may even not know that the two have a cooking show currently airing on VH1. But you probably know Martha is famous for being a domestic goddess, and Snoop is famous for rap…and, to a lesser extent, because he is what we’d call a “Cannabis Enthusiast”.

T-Mobile was certainly aware of it when they created the spot, which features Martha trying to help to Snoop to complete a metaphor he’s stuck on – “All that and a bag of…”. In her typical muted cheer, Martha offers up suggestion after suggestion, but each one is a more obvious reference to marijuana than the last.

We won’t spoil it if you didn’t see it, but we here at Delta 9 Search believe, however humorously it was pointed out, that the commercial signifies an important shift in perception; we believe that T-Mobile made the decision to air the commercial because Cannabis has transcended its counter-culture roots, and is emerging now as a truly mainstream subject. With 8 states & DC having fully legalized any use, 21 additional states having legalized medical use and a combined legal market size of $7 billion (2016) and growing, it’s no surprise T-Mobile chose the biggest television event of the year for an obliquely Cannabis-themed commercial: the Cannabis industry is now an actual industry, finally ready for prime time. Indeed, this sea change is the very reason why Delta 9 Search exists.

Which is to say we don’t have much insight to offer on cellular coverage and plans. But if you’re in the Cannabis industry and are looking to hire specialized, executive talent, give Delta 9 Search a call at 212.390.8190.

When it comes to Cannabis Industry Executive Search, we’re “All that and a bag of...

Dan Ogden is a 20+ year veteran of the executive search industry, having covered operations, regulatory and consulting verticals within capital markets as well as data science, data analytics and, more recently, the cannabis industry within search firm and internal corporate HR leadership roles. Dan is Principal of the practice at Delta 9, the Western Hemisphere's' only dedicated cannabis industry executive search firm. To find out how Delta 9's proprietary, trademarked end-to-end recruiting methodology can help you find the key executives to make your company thrive and grow in the cannabis industry, shoot us an email, or give us a ring at 212.390.8190.


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