• Australian cannabis product producer Elixinol Global has launched a media campaign in London Underground railway stations, becoming the first cannabis company to do so.
• The campaign will be displayed on main underground rail stations.
• It is set to generate more than 2.1 million views.

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Australian cannabis product producer Elixinol Global has launched a media campaign in London Underground railway stations, the first cannabis company to do so, AdNews reports.

The two-week campaign involves digital signage and video boards displayed on three main underground rail stations in Euston, St. Pancras and Charing Cross, Cannon Street, Kings Cross, and Fenchurch Street.

Elixinol Global, a leading producer of cannabidiol (CBD) products, is advertising its products to UK consumers. CBD is one of the most prevalent ingredients of cannabis which, by itself, does not produce a “high”, according to Harvard Medical School. It is a major ingredient of medicinal marijuana and is legal in the UK, as long as it doesn’t contain THC — the chemical in marijuana that provides the psychological effects.

According to AdNews, Elixinol Global CEO Paul Benhaim said, “This is an extremely exciting initiative by our Elixinol Europe team as it’s the first time CBD or Hemp products have been advertised through the London Underground Rail digital media platforms.”

The advertising will be featured across 65-inch vertical format displays, digital escalator panels and five Transvision screens at eye level with train information boards. It is set to generate more than 2.1 million views from London commuters.

Elixinol produces CBD dietary supplements, food, skin care and medicinal cannabis.

Earlier in June, the company raised $50 million to accelerate its expansion in the US. At the time Benhaim said in a statement, “We are witnessing an unprecedented positive shift in consumer appetite for CBD and hemp derived products. Elixinol plans to double its current production capacity in the US.”

Benhaim added that by securing more raw materials, the company will be “well positioned to accelerate the growth of Elixinol branded CBD products”.

In addition to the visual campaign in the Underground, a series of Elixinol Global banner advertisements will be featured on the Daily Mail’s website.

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