Although Canna Cola will only be offered in stores with a license to sell medical marijuana, some parents, lawmakers and even a proposed law might object to the bottle label of the marijuana soft drink. Many claim the soda packaging has high teen appeal. The Saving Kids from Dangerous Drugs Act, if passed may present a conflict for the medical marijuana soda pop company launching its first product in February, 2011.
The Canna Cola Soda Labels
“12 Mind Blowing Ounces” and the letters “XXX” are printed on bottle labels of the cannabis infused drink, created by entrepreneur, Clay Butler. Titles such as “Sour Diesel”, “Doc Weed” and “Grape Ape” describe the tangy tastes of five different flavors of what is being tagged as “soda pot.” The “Grape Ape” variety features a purple gorilla image with spiral eyes and sharp teeth shining through a huge grin. Bubbles in shades of green form a marijuana leaf shape at the top of each label.
After viewing the labels at Canna Cola’s website, many can understand why teenagers would find the packaging sleeve appealing. Teens consume plenty of soft drinks and have responded well to the energy drink market introduced in the past seven years. The caricatures and drink names of Canna Cola’s products do resemble the types of images printed on t-shirts, belt buckles, hats, etc. popular in the teen scene. Then there’s the double whammy. The fizzy pop drink does, in fact, contain real THC, the mind altering chemical extracted from marijuana.
Can Teenagers Buy the New Marijuana Soft Drink?
Although Canna Cola has two draws for teens – slick packaging and cannabis, the marijuana soft drink won’t be a temptation teens will see in a local convenience store, on a television commercial or on a facebook ad. Also the marijuana pop can only be sold in states that allow the sale of medical marijuana.
Theoretically, the only way teenagers would have access to one of the Canna Cola products is if a person with a medical marijuana license bought a drink for them. Each bottle will retail at a price between $10.00 and $15.00. Teenagers can, of course, visit the soda brand’s website if they happen to hear about the product’s existence and teens can also “be a fan” of Canna Cola on Facebook.
Canna Cola Marketing Includes Facebook, MySpace and Branding
Yes, the cannabis infused soda has a Facebook fan page which tells readers that the organization was founded on 4-20-2010. As well, the product’s website directs readers to connect on MySpace and Twitter.
Clay Butler is buzzing up his marijuana soft drink products to higher ranks using the same ploys as the big boys of soda, with a recognizable slick look, a brand identity. In an interview Butler explained to the Santa Cruz Sentinel that most legally sold marijuana products lack product packaging appeal. In a Sentinel article, Butler told of his plan to market his product “how Snapple or Coca-Cola or Minute Maid would make a marijuana beverage, if they chose to do it.” But one might wonder what target audience Butler has in mind for his branding hook.
The Saving Kids From Dangerous Drugs Act
Selling medical marijuana is legal in 12 US states, but if the Saving Kids from Dangerous Drugs Act becomes a law, some manufacturers may be challenged to alter the packaging of cannabis enriched products.
Submitted by Senators Dianne Feinstein (D-Calif.) and Chuck Grassley (R-Iowa), the Saving Kids From Dangerous Drugs Act was introduced to the US Congress in 2007. The bill proposes tougher penalties for those who market drugs in a kid friendly, “it’s candy” kind of presentation. One might wonder if a having Facebook fan page would quality as marketing to minors.
Although the bill is aimed at drug dealers who sell street drugs with names such as Strawberry Quick, cute slang for methamphetamine pills, one wonders if Butler’s marijuana soft drink may violate the Saving Kids from Dangerous Drugs Act if enacted. As of January 31, 2011, the bill had passed through the US Senate and is awaiting consideration in the US House of Representatives.
Will Canna Cola revolutionize the medical marijuana industry’s marketing trends with its branding strategies? Will parents consider marijuana soft drink another drug threat to their teenage children, especially when teens can “be a fan of” Canna Cola on Facebook? And if the Saving Kids From Dangerous Drugs Act passes, will Canna Cola’s labels be considered as marketing drugs to minors? It’s too soon to know and the outcome may take a while to unfold.
Kelly Pfeiffer - Kelly Pfeiffer teaches Positive Discipline workshops to parents and trains child care providers on various child development topics.
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