Jasmine Marin, Creative Director of Cheech and Chong’s Cannabis Company – Interview Series

Nearly everyone working in the cannabis industry has a fascinating story as to how they were first introduced to the plant. Yet, very few people have been introduced to cannabis because their father was one of the most legendary comedians and advocates for cannabis. Although for Jasmine Marin, the very talented Creative Director behind the many memorable products of Cheech and Chong’s Cannabis Company, that specific introduction is very much a true story.

So while I know everyone has their own unique way as to how they were introduced to cannabis culture, your story is unique like no other, as your father is cannabis comedy legend Cheech Marin. What was it like having such a legendary comedian, actor, and cannabis advocate as your dad, and how did his advocacy and acclaim shape your own advocacy for cannabis?

It definitely was an interesting introduction to the weed world which I can really appreciate now, but I came into the world at a point in the ‘90s where my dad’s career was super aligned with my interests, AKA, the beginning of his Disney era. I loved The Lion King, but I was truly obsessed with Spy Kids. That was the moment that I registered him as being slightly cool. Since then, there’s been such a massive snowball effect that now I have no choice but to accept that he is super cool for real.

As someone who works in marketing and creative development, what were the most useful lessons and subjects that you were taught during your time at the School of the Art Institute of Chicago? How did your education at an art-focused school give you an advantage in your field and duties? 

It’s hard to pinpoint one lesson that I learned from art school that applies to where I’m at right now, but I will say that the overall takeaway was that art school taught me how to see critically. Looking at an image or sculpture or performance and picking it apart piece by piece has allowed me to perceive and interpret the visual world in a way that is helpful in pretty much every scenario. Having reference points to expand from and make connections to can make concepts so dynamic and layered.

Prior to joining Cheech’s Stash and then the Cheech and Chong’s Cannabis Company, what brands did you work for, and how did those roles strengthen your skills in marketing and creative-related work? 

Before joining Cheech’s Stash I worked as a producer for a big corporate ad agency in Chicago that handled clients like McDonalds and Proctor & Gamble. I was assigned to work the Phillip Morris account, which was my first peek behind the curtain of a highly regulated industry. I really saw how the sausage was made. The ways in which money was allocated to different markets blew my mind and if I learned anything from that experience, it is that there is always a way around an obstacle.

When you first became Art Director of Cheech’s Stash back in 2016, how different were your role and duties back then from how they are now almost a decade later? 

My role was miniscule compared to what it is now. I wasn’t really making any key decisions because I didn’t have a lot of experience and was just getting to know the industry. I had studied graphic design in art school and was really into making the logo and packaging look a certain way which I really loved. It’s funny because the hands-on moments that I experience in my position now are still my favorite. I love getting lost in a design and spending days putting together a new concept. My position now comes with a lot more logistics, but it’s very rewarding and I love working with a team that trusts my vision.

Even though your father’s name is in the company name, what interested you about the Creative Director role as a creative and artistic person yourself? 

Creative Director is such a catch-all title, it could really mean anything, and that can be a beautiful thing. Of course it’s a way to enact a broad vision but I like zooming in and focusing on one area for a while then moving to the next. A lot of my time is spent designing dispensaries at the moment. It’s a fun puzzle, and sometimes a logistical nightmare, but it keeps me on my toes.

What have been some innovative ways that you’ve been able to utilize your creative skills while working with cannabis brands that you weren’t able to previously?  

I don’t think I wasn’t able to use some skills before the cannabis industry but what I’ve really learned is to have a good eye for collaborators. A lot of my work has been historically solitary but recently I’ve been able to work side by side with some amazingly talented people and that’s always expansive for everyone.

As Creative Director, how do you ensure that the Cheech and Chong Cannabis Company products visually stand out against the competition?

Look, we do what we can. My creative counterpart at Cheech and Chong’s Cannabis, Naphtali Rodriguez, can execute on a vision with such precision it’s scary! We try to incorporate elements of surprise and delight at every step of the way. We have a really great foundation because this brand is inherently silly, so we get to play with humor a lot. We make things that are actually super impressive but they’re delivered in such a lighthearted way that you don’t realize that there’s a lot of effort and technique that goes into it.

Given that the company sells cannabis products along with your father and Mr. Chong’s fame, what roadblocks and issues have you faced when it comes to successful marketing and creative direction, especially on digital platforms?

Celebrity brands have a stigma around them that they are just white labeled products that suck and the celebrities are just collecting a check. This stigma is unfortunately correct a lot of the time so I understand why people think celebrity brands aren’t great. We’ve faced this judgement before but we actually put so much effort into consistently delivering quality products. Our flower is top-quality too; my brother Joey runs the product department and is a real stickler about quality control. The other roadblocks we have faced have all been legislative. We’re living in an extremely volatile time for this industry and I don’t know exactly what the future holds, but I know we will keep readjusting.

Although it’s been quite a few years since Cheech and Chong’s last movie, how does the name still help in promoting the brand and subsequent sales? 

People trust Cheech and Chong. They’re fun and funny and take a lighthearted approach to life. I think in the world we live in it’s important to add levity in any way we can.

What are some special upcoming events and plans for Cheech and Chong Cannabis Company? How does the brand continue to expand into new stores and states?    

We have a lot of cool things in store for the upcoming year. I don’t know how much I’m allowed to say but I can say we have plans to expand to some far reaches!

Thank you for joining us, Jasmine! For more information on Cheech and Chong’s Cannabis Company, please visit its website.

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