If other products can be rebranded, why not marijuana? After all, it's an industry that's expected to reach $44 billion in sales by 2020.

Unfortunately, advertisers are reluctant to be associated with the pot business because of its murky legal status.

It doesn't help that the public's negative perception of the product has been shaped over the decades by everything from the 1930s' anti-pot movie "Reefer Madness" to the late Nancy Reagan's "Just Say No" campaign during the 1980s as well as more recent efforts by opponents of legalization.

Now, however, a partnership between High Times magazine, the bible of cannabis enthusiasts for more than four decades, and advertising firm Sparks & Honey aims to show these marketers what they're missing.

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Jonathan Berr ~ CBSNews.com ~