720sweets / Instagram
Cannabis edibles are currently not legalized for sales, but 720 Sweets, an ice cream chain headquartered in Richmond, just launched a campaign on social media about its new “Green Goblin” ice cream that will be available for people “19 years old or older.”
In its online video, which has received thousands of views since it launched on April fool’s day, the product is described as “smoking good” and “might result in short-term memory loss (people looking confused), limiting eyesight (people looking stoned) and uncontrollable emotions (people giggling).”
A cannabis leaf logo appeared multiple times in the video, which talks about a “Green Goblin” ingredient and explains the company created the new products “with the help of legalization” and an online cannabis sales website.
However, while the promotion leads viewers to believe the company is selling cannabis-infused ice cream, in fact, it isn’t.
Wilson Lee, founder and CEO of 720 Sweets told the Richmond News the new products do not contain cannabis edibles and the video is just part of an “innovative” marketing campaign.
https://www.instagram.com/p/Bvt-rbJHtcS/?utm_source=ig_embed
“After the legalization (of marijuana), we saw a huge spike of younger generations consuming cannabis as part of their style. We want to make sure that we are on the trend and be able to be relevant to millennials in the market,” said Lee.
“So on April 1st, we collaborated with a campaign to create something that could spark a conversation within the millennials. People can talk about it — is it cannabis-infused, is it not cannabis-infused? That’s the reason why we created (the video).”
Lee believes that the company can not be accused of false advertising.
“With all our marketing outreach, the answer has always been very elusive,” Lee said.
“Nowhere in our video or marketing messages within the social media says we have cannabis-infused ice cream. We use certain messages to make people think that way, but we never really claim that.”
