Cheers to being gay and drinking weed.
Of the many rainbow - coloredcollabsand queer - centriccannabis campaignskicking off this June , none was forte , prouder and more star - studded thanCannand Weedmap ’s promotional music television featuring original song,“Taste So Good . ”
The ad had it all : chemical group stage dancing ; rejoicing , titillating lyrics brim with two-fold entendres ; cameos from Sarah Michelle Gellar and a latex - apparel Patricia Arquette ; Kesha and Hayley Kiyoko vocalizing and tittup alongsideRuPaul ’s Drag Racestars Kornbread and Willow Pill — and that ’s just within the first minute of the song .
It ’s a helter-skelter , colourful celebration of self - expression , the full spectrum of sexuality and full spectrum , grim - Cupid’s itch cannabisbeverages . The music picture was promotingCann Lite — the queer - establish cannabis drink company ’s new line of infuse sodas featuring no added sugar — and it was a new minute for the entire cannabis community .
Hayley Kiyoko and Kerri Colby|Photo courtesy of Cann Social Tonics
To bring Cann ’s visual sensation to life , co - founders Luke Anderson and Jake Bullock tapped renowned production company London Alley to steer the ship , as well as the queer endowment of Jake Wilson to direct and originative corporate House of Avalon to style . Wilson understood their“Lady Marmalade”inspiration , and , as someone who held Britney Spears’iconic Pepsi commercialclose to his centre , he pick up what Cann was frame down .
When it come to the song itself , co - father Anderson reached out to record producer Leland ( who has produced for Troye Sivan , Selena Gomez , and others ) .
“ I have been fangirling over Leland as a instrumentalist and songwriter for a long sentence , ” Anderson says . “ At the advice Jake , I just reach out insensate and say , ‘ Hey , wanna do a jingle for my Mary Jane tonic ? ’ ”
Anderson turn over out to euphony creative person and friend , VINCINT , to blab out the demo and ultimately conjoin the video ’s cast , as well as Juanjo Feijoo , Weedmaps ’ CMO , to see if the cannabis education and shopping platform would be willing to partner up to make this major yield potential , who he ’d fulfil at aSuper Bowl partyback in February .
“ When Cann approach us with this unique and fun idea , it was an well-situated yes , ” Feijoo say . “ We are always on the lookout for innovative ways to educate and change mental attitude through originative content , particularly given the myriad restrictions that exist in doing hemp marketing , so we really bed this idea of a music video . ”
As a popular address for consumer wait for info on product , cannabis news , and dispensaries near them — and a delivery chopine , in some State Department — Weedmaps has a better grasp than most of what consumers are expect for , and , according to Feijoo , the troupe increasingly worry about supporting queer cannabis company .
Tangerine Hops Lite|Photo courtesy of Cann Social Tonics
“ Despite being such a critical catalyst in the other microscope stage of this industry in the ’ 90s in San Francisco and beyond , the LGBTQIA+ community bear on to be underrepresented in the hemp industry , ” Feijoo aver . Cannabis in Americadata report showed that 37 % of cannabis consumers want to support LGBTQ+ own cannabis patronage . “ We aim to raise their presence in the cannabis marketplace and encourage consumers to learn more about these communities ’ presence throughout marihuana culture . ”
For Cann , being able to execute this medicine video at this layer was as much about keep being gay and enjoying weed at one ’s own pace as it is the manifestation of their true , zero - shame , pure pridefulness fantasies .
“ Being queer is a big part of my identity , but it ’s always been a struggle , ” Anderson explain . “ When I was direct - leaning , I was ‘ too mirthful , ’ and when I start hooking up with guys , I was n’t “ gay enough . ” The us vs. them mentality in marginalized community breed perniciousness and can precede to ego - destructive behavior like over - drinking alcohol . Cann is about radically inclusive , spectrum - similar thinking when it comes to who you are and what you pledge . ”
When thinking of the enduring stigma not only against cannabis , but hemp in advertising , and hemp in drinkable shape — the Sung dynasty ’s Greek chorus of “ a small different Cann taste so good ” works on multiple layer .
Cann is no small Pisces the Fishes , but that beverage section of the marihuana market stay on a slight part of the pie . Cannabis beverage make up about3 % of all leverage at dispensariesin California , Colorado , Massachusetts , Michigan , Nevada , Oregon , and Washington . Consumers are still enclose their heads around the idea of drinking gage , and there ’s still a pile of study to do normalizing weed beverages as consistent , trustworthy , delicious vehicles for cannabis .
That ’s why this movement matters to the industry at big — it shows that cannabis is desirable of legitimate celebrity endorsement , is more than high - tetrahydrocannabinol dabs , and there are coolheaded , potentially profoundly empowering thing happening in cannabis that masses should bang about .
“ I love that we get to show through euphony and film that hemp is not what it ’s been portrayed as in the past times , but something to be savour and shared , ” VINCINT says . “ I get to be a part of serve someone feel well , on top of making them smile . ”
