Product Campaign: The Golden Hemp+

In class, my partner and I were assigned the product: CBD Oil arthritis cream with Betty White as a spokesperson. This is what we've created.

Product Name: The Golden Hemp+

Label Design:

Target Market:

• Older generation of women.

• Ages 60+.

• Those suffering with arthritis.

• Designed for those who want to keep feeling ageless.

• Those seeking pain-relief.

Catchy Slogan:

“Stay Golden!"

Packaging Description:

The Golden Hemp+ is contained in a darker glass bottle with a dropper lid to allow easy application. The Golden Hemp+ is a meant to give off a discrete appearance yet offers consumers the golden experience. On the back of our packaging we offer disclosures and ingredient lists for consumer to be made aware of all information.

Disclosures (?) Due to our Product being on a "grayer" legal stance many disclosures are needed.

• Our broad spectrum CBD oil contains the terpenes & cannabinoids found when using the whole hemp plant, but contains ZERO THC.

• This product should be used only as directed on the label. It should not be used if you are pregnant or nursing.

• Consult with a physician before use if you have a serious medical condition or use prescription medications. A Doctor’s advice should be sought before using this or any supplemental dietary product.

• All trademarks and copyrights are property of their respective owners and are not affiliated with nor do they endorse this product. These statements have not been evaluated by the FDA. This product is not intended to diagnose, treat, cure or prevent any disease. Individual results will vary.

• Made in USA

• 450mg

• Ingredients

• Certified Organic by MOSA

Discussion:

In designing a logo and ad campaign for The Golden Hemp+, we had to pay special attention to copyright infringement and Right of Publicity. When designing ad campaigns and trying to do a “play-on-words'' or when using inspiration from other pop culture references, it is always safest to assume that the work is copyrighted. In this case, both the likeness of the Golden Girls logo and Betty White are protected. Due to this, we had to make sure not to copy, share or alter without seeking permission. Considering there are medium levels of protection on commercial speech, here we reviewed and retained licensing agreements in order to use a similar font for the logo. In regards to Betty White, due to the Right of Publicity, the usage of Betty White as the official spokesperson can not be executed without permission. In addition, we had to take into consideration that the use of CBD and Hemp can cause concern in terms of THC, ect. We also know that while we are offering a product that is used to help relieve pain- we must be sure to follow the “Right to Know” as well as make sure that no deceptive nor misleading information is in our advertisements which is why we also disclosed all consumer need to know facts.