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MariMed Makes 850-Pound Pot Brownie

MariMed Makes 850-Pound Pot Brownie

The clever stunt was both a feat of baking and a stroke of marketing brilliance.

For some of us, there’s no such thing as a cannabis product that’s too potent.

In markets where THC limits aren’t capped, edibles and concentrates of enormous potency are often the preferred purchase among those who dig the seriously strong stuff. Even these stalwart consumers, however, would likely quake at the creation unveiled earlier today by the Massachusetts-based cannabis company MariMed: an 850-pound pot brownie packed with 20,000 milligrams of THC.

Concocted as a stunt to promote National Brownie Day (yes, it’s a thing), the craft confectioners from MariMed have delivered what is reported to be the world’s largest pot brownie ever made. Unveiled as a tie-in to the launch of MariMed’s new edibles bakery brand, Bubby’s Baked, this mammoth brownie is nearly four times the weight of its Guinness Book of World Records’ predecessor for largest brownie of any type (243 pounds).

In order to achieve this feat, it took more than a few trips to the grocery store. According to USA Today, the brownie included “1,344 eggs, 250 pounds of sugar, 212 pounds of butter, 5.3 pounds of vanilla extract, 81 pounds of flour, two pounds of baking powder, three pounds of salt, and 122 pounds of cocoa powder.”

All of the numbers surrounding this achievement in cannabis culinary excess are pretty staggering. The brownie itself stands 15 inches tall, while the total dosage of 20,000 milligrams of THC is quite honestly impossible to comprehend. Thankfully, any plans for consuming this chocolate monstrosity will assuredly be a large group effort but one does wonder just how precise the dosing can be when working with ingredients at such a massive scale.

Naturally, no brand is going to put the resources and effort necessary into something like this without having a good reason in mind.

While it would be charming to think that the occasion of National Brownie Day was enough to inspire MariMed to get baked in every sense of the word, the truth is that limited marketing opportunities mean relying on stunts like making record-breaking brownies is one of the few ways licensed cannabis brands can hope to get their name in the press.

Title: MariMed Makes 850-Pound Pot Brownie (giant brownie)

(Image courtesy of Jon Simon)

A cursory search online for articles related to today’s big brownie bonanza reveal that this tactic can be quite successful. Coverage of MariMed’s attempt to make the world’s largest pot brownie is ample and — as is the case with this very article — often also includes mention of their new edibles line. Presumably the cost of eggs and flour was well worth the resulting attention this gambit has mustered.

Marketing challenges in the cannabis business certainly aren’t limited to press coverage, either. Only last month, Cookies founder Berner and the cannabis technology company Weedmaps announced a joint partnership with the goal of creating a new, pot-friendly social media platform in response to the rampant deletion of accounts and posts by Instagram, Facebook, and other major players in the field.

Lately, it seems that thinking outside of the box, or jar if you’d prefer, is becoming a more and more popular route when it comes to all forms of cannabis marketing solutions. Be it a new social media site or a really, really big brownie, the usual toolkit simply either hasn’t cut it or isn’t available, necessitating the need for new and unusual innovation.

One unanticipated hiccup, however, is the refusal of the Guinness Book of World Records to certify MariMed’s epic bake. Here’s how T.L. Stanley of AdWeek recently broke it down:

“And there’s a bit of controversy to boot. MariMed executives reached out to the Guinness World Record folks about submission criteria but learned that the group ‘no longer accepts applications or creates new record titles that are related to the consumption, preparation or use of tobacco, cannabis or nicotine products,’ according to a statement from Guinness.”

Bummer! Unfortunately, that means MariMed is not destined for the hallowed pages of Guinness. Regardless, what they’ve accomplished today is a perfect example of the innovative marketing thinking required to make one’s cannabis brand stand apart until more mainstream options at last become available.

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