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How MariMed’s Boston "THC Tea Party" Got International Coverage

Most cannabis companies quietly accept unfair taxes under IRS code 280E. MariMed didn’t. They threw crates into Boston Harbor — in colonial garb — and got global press coverage for it.

The company protested against Section 280E of the IRS tax code. It states that cannabis businesses can’t deduct normal business costs like rent, payroll, or marketing from their federal taxes.

As a result, these businesses end up paying higher taxes.

Most cannabis companies just accept the tax burden and move on. But MariMed did something else. They created a protest that international publications picked up.

Here’s how:

Tactic #1: Anchor Your Message in Historical Context to Spark Curiosity

December 16, 2023, was the 250th anniversary of the original Boston Tea Party, so MariMed took advantage of that.

That protest was all about unfair taxes.

So 6 months earlier, ahead of the 250th anniversary, MariMed held its own "tea party" in Boston Harbor.

Company leaders, like CEO Bob Fireman, dressed up in clothes from colonial times.

They got on a boat named "Liberty."

Then, they threw empty crates into the water.

The crates had messages like "Unfair Taxation" and "No Unfair Taxation" written on them (no actual cannabis or tea was harmed.)

The result: The stunt grabbed the attention of global and local publications like the Associated Press, Reuters, and Boston Globe. Also, all major cannabis trade publications shared the story, so MariMed reached its audience effectively.

How you can apply it: Are there any historical events or well-known stories in your industry that you can use to build your company’s story? You can create a stunt around them that rallies your audience base while expanding your reach.

Tactic #2: Turn Your Message Into a Photo-Op

MariMed didn’t send angry letters to make their point.

Instead, they created a spectacle: colonial costumes, the boat on the harbor, the act of tossing crates overboard.

The result: ”The scene” that MariMed created made the entire thing “Storyworthy.” It was easy for publications to cover it and for people to share it on social media. A spectacle is way more exciting than reading a dense letter about the US tax code.

How you can apply it: Don’t tell people about the issues you’re facing. Show them. Create a spectacle around it. A creative stunt, a striking image, or a compelling video will do a lot more for your brand than any press release can.

Tactic #3: Don’t Just Protest—Propose a Fix

Most “spectacle” type protests could quickly turn into a clown show if not done correctly.

MariMed knew that, so they had a very clear goal in mind - they wanted the U.S. government to change Section 280E.

They pointed out that cannabis is legal in many states.

These businesses create jobs and pay state taxes.

However, 280E treats them unfairly at the federal level.

The result: By having a very specific demand, MariMed didn’t look like a company doing a PR stunt for clicks. They looked reasonable, which raised awareness for an important issue in the cannabis space (+100M impressions.)

How you can apply it: If you’re going to use MariMed’s strategy and create a spectacle around an important issue, make sure you have a clear plan about what you want to happen. This gives your protest a purpose and tells people how they can support your cause.

Bottom line: When you can’t rely on the traditional marketing channels (ads, social), hacking the news cycle by creating a visual protest that generates a lot of press without you having to spend a dollar on PR.

How We Can Help:

P.S.

If you’re working on something big — or messy — in a frontier industry, we’d love to hear about it.

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