• by Steve McClellan  @mp_mcclellan, July 20, 2016

Good Chemistry, the Denver and Aurora, CO-based marijuana purveyor has launched a new initiative called the ‘Craft of Cannabis’ that features a print and social media ad campaign and a new website.

The ad campaign, from ad shop Michael Markowitz + Associates is designed to showcase the company’s talent and products. “We like to think our flowers don’t just speak to you, they sing,” reads one ad. MM+A has previously done work for companies including Panera Bread, Anheuser-Busch and Universal Studios.

The new website was designed by Duffy & Partners, which has previously worked with Wolfgang Puck and Minute Maid.

The effort follows the release earlier this year of the company’s STATS guide for evaluating different types of weed, which the firm compares to the multi-step process for assessing wine.

“Our mission has always been to cultivate the best Cannabis on the market,” said founder and CEO Matthew Huron, a grower who has been honing his craft for nearly two decades. “We are proud of the flower that we produce. Our Craft of Cannabis campaign aims to show consumers the excellent standards of our Cannabis artisans and the remarkable beauty and character of our plants.” 

Colorado legalized the recreational use and sale of marijuana in January of 2014. Good Chemistry grows its own flowers and sells to both recreational and medical users.

Marijuana is the third most popular recreational drug in America (behind only alcohol and tobacco), and has been used by nearly 100 million Americans, according to NORML, the pro-marijuana advocacy group. The group’s website notes that government surveys have found that 25 million Americans have smoked marijuana in the past year, and more than 14 million do so regularly despite laws against its use. 

Colorado is one of just a handful of states that have legalized recreational use of weed while more than two dozen states have legalized its use for medical purposes.