A line of cannabis strains backed by members of the Tragically Hip will carry names familiar to many of the bandB次元官网网址檚 fans.

Up Cannabis investor, and Hip bassist Gord Sinclair, says the company plans to market five strains B次元官网网址� each making a subtle nod to the HipB次元官网网址檚 most popular songs.

One is called Grace, an ode to B次元官网网址淕race, Too,B次元官网网址� while another will be named 50MC, a tip off to B次元官网网址淔ifty-Mission Cap.B次元官网网址�

A couple others are more overtly named after lesser-known Hip songs, B次元官网网址淢orning MoonB次元官网网址� and B次元官网网址淓ldorado.B次元官网网址�

The fifth strain, Gems, derives its name from B次元官网网址淭he Last of the Unplucked Gems,B次元官网网址� the closing track off the bandB次元官网网址檚 1991 album B次元官网网址淩oad Apples.B次元官网网址�

The marketing plan was outlined by Sinclair during a promotional event in Creemore, Ont., on Tuesday.

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It comes as some licensed marijuana producers look for creative ways to resonate with customers while staying in the boundaries of government regulations. Celebrity endorsements for cannabis will be prohibited when the legalization of recreational pot takes effect on Oct. 17.

Members of the Hip hold a financial stake in Up Cannabis, which means their involvement isnB次元官网网址檛 explicitly considered a celebrity endorsement, like someone hired to represent the product.

Other companies have been taking different avenues to drum up attention for their cannabis lines. Aurora Cannabis sponsored a number of recent music events, including TorontoB次元官网网址檚 North By Northeast, while Tweed has supported various festivals in different parts of the country.

David Friend, The Canadian Press

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