In this article:
- April 20th has become a holiday for pot smokers everywhere.
- Now, brands are jumping on the holiday to market to that demographic.
- Here are four campaigns to take inspiration from.
The cannabis-centric holiday, 4/20, is just around the corner.
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April 20th has historically been a day of celebration for stoners everywhere. Back in the 1970s, high schoolers would often smoke at 4:20pm, until “420” became shorthand for stoner culture. Over time, April 20th turned into an unofficial holiday for people who smoke weed. In the U.S., purchasing and possessing marijuana for recreational use is legal in more places than ever before–18 states, Washington D.C., and Guam. The increasing push for legalization of marijuana has led brands to prioritize brand campaigns specifically around April 20th.
Here are four 420 campaigns from recent years:
- Chipotle: In 2016, Chipotle took to social media to market the Mexican food chain for 420. Chipotle tweeted an image that read “Sometimes, you need a huge bowl to get you through the day,” alluding both to their burrito bowls and bowls used to smoke marijuana. Chipotle paired the image with copy reading “Dank.”
- Ben & Jerry’s: Ice cream maker Ben & Jerry’s has leaned into its brand image as a favorite stoner snack throughout the company’s history. Ben & Jerry’s has manufactured multiple flavors with cannabis references in their names, such as Cherry Garcia, Phish Food, Half Baked, and more. In 2021, Ben & Jerry’s commemorated 420 by calling for marijuana legislative reform, with a campaign called “Let’s be Blunt About Cannabis Justice.” In a post on the company’s website, Ben & Jerrys’ outlined how the criminalization of marijuana disproportionately affects people of color.
- Totinos: The frozen pizza roll maker Totino’s capitalized on the fact that pizza rolls can be especially delicious after you’ve smoked. Totino’s created the hashtag #BetterWhenBaked, and even ran billboards in Denver, Colorado saying “Better When Baked” and “Stock Up B4/20.”
- H&R Block: You might not expect a tax filing software company to run a 420 campaign, but H&R Block ran ads in Canada about writing off expenses for medical marijuana, along with a piggy bank-styled bong.
As 4/20 inches closer, and Congress considers decriminalization of marijuana on a federal level, 2022 could be yet another year for creative 420 campaigns from a variety of brands.