When marketing marijuana, avoid the stoner clichés. The marijuana market is expected to reach $21 billion in the U.S. by 2020—up from $6.7 billion in 2016—and its biggest opportunity is with the “clueless and curious” consumer, who may not be educated on the drug but is open to trying new experiences. To reach them, entrepreneurs are advised to avoid images like cannabis leaf or clouds of smoke, or using phrases like “high.” One good example is Kalm Fusion, which focuses on pain relief through popcorn, mints, and flavored strips. (CNBC)
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