Pleasantrees cannabis company smack talks Tampa Bay with billboard for Detroit Lions

posted Jan 20, 2024 on detroitfreepress

However the playoff game at Ford Field shakes out Sunday between the Detroit Lions and the Tampa Bay Buccaneers, one business is making sure metro Detroit knows Michigan already has Florida beat: with marijuana, at least.

Pleasantrees cannabis company of Mount Clemens is creating buzz this playoff season with billboards it’s placing along Interstate 75 for Lions fans that talk a little marijuana smack. This weekend? “Tampa Bay Smokes Hemp. Let’s Go Detroit.”

The insult takes aim at the fact that while Florida allows marijuana for medical purposes, Michigan lets anyone who is at least 21 years old use it for any reason.

The billboards, “unify the Michigan cannabis community and industry around the Lions in a cheeky type of way that pokes fun at common terms in the industry,” said Bryan Wickersham, president of Pleasantrees.

“Everybody’s raging with Lions fever right now, just across the board,” Wickersham said. “It just seemed natural and fitting to try to find a way to support the home team.”

Wickersham and the Pleasantrees team first thought of the idea for the billboards, which are located on I-75 south in Hamtramck and I-75 north in Lincoln Park, ahead of the Lions playoff game against the Los Angeles Rams on Jan. 14.

Those billboards said, “Los Angeles Smokes Mids. Let’s Go Detroit,” an insult aimed at California’s “mid-grade” cannabis (as opposed to high-grade).

The billboard language went through a few iterations (one version named Matt Stafford) but ultimately, Pleasantrees kept names out of it to protect itself legally. Although the cannabis company didn’t expect everyone to get the joke (even Wickersham’s mom texted him asking what mids meant), “any conversation around cannabis to us is a good one because it continues to destigmatize it, normalize it and bring it to the forefront of conversation,” Wickersham said.

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