Could the upcoming Super Bowl broadcast a pro-marijuana spot?
Odds are long, but it may be more than a pipe dream.
One pro-marijuana advocacy group is making a serious bid to win an on-line voting contest sponsored by Intuit, which has promised to award a free Super Bowl spot to one American small business.
While the contest has received more than 10,000 entries, the National Organization for the Reform of Marijuana Laws (NORML) ranks among the most popular vote-getters in the first stage of consumer voting, which just ended. The pro-pot group’s efforts are bringing extra buzz to the contest, but it may not be exactly the kind of buzz that Intuit wanted.
“Intuit leadership is surely wringing their collective hands over the matter,” says brand guru Peter Madden. “Though marijuana isn’t as taboo a subject since its legal approval in varying states, it is the equivalent to a scarlet letter — albeit one tainted green — that their brand is now forced to wear. Such is the danger to brands who go the contest route.”
While there’s nothing new about advocacy groups trying to hitch their wagons to the mega-stage of the Super Bowl, this latest effort appears to rank among the savviest in years.
“We look for any opportunity to put a toe into the cultural stew,” says Allen St. Pierre, executive director at NORML. “When you only have a million dollar annual budget, and a Super Bowl ad costs $4 million, you have to do something very creative to get onto the Super Bowl.”
– Read the entire article at USA TODAY.