Article content

Smiling millennials, sleek packaging, talk of personal journeys: Canadian pot companies are revving up the marketing.

Aphria Inc., the country’s third-largest pot producer with a market value of $2.5 billion (US$2 billion), unveiled its first recreational brand Tuesday ahead of legalization of marijuana later this year. Called Solei Sungrown Cannabis, the brand “demystifies cannabis and allows current and novice users alike to enrich their cannabis journey,” Megan McCrae, Aphria’s vice president of marketing, said in a presentation at a Toronto restaurant.

We apologize, but this video has failed to load.

tap here to see other videos from our team. Try refreshing your browser, or 'Your day at the spa without the hefty bill': Aphria markets first recreational pot brand to women, millennials Back to video

While the federal government has set strict rules for marijuana packaging under draft legislation in March, marketing falls under the jurisdiction of the provinces. Aphria is aiming to get the brand out before the provinces also bring in stringent regulations around advertising.