This year's 4/20, the annual holiday for weed enthusiasts, is definitely one for celebration. Over the past year, cannabis won major battles, with recreational marijuana becoming legal in states like New York and dispensary workers were deemed essential workers during the pandemic. Cannabis is now legal for recreational use in 11 states, and for medical use in 33 states. 

The pandemic has led to new levels of cannabis consumption among Americans. In 2020, the U.S. saw a 24% increase in U.S. adults using the plant and so far in 2021, there has already been a 26% increase, according to consumer survey company MRI-Simmons in its National Cannabis Study for 2021, shared with Ad Age. In fact, 26 million Americans reported using some form of cannabis as a result of COVID-19, with 71% starting to use marijuana with THC and 45% starting to use CBD, states the same study. And nine out of 10 of these, or 24 million Americans, say they plan on continuing their use even after the pandemic is over. 

The high-flying holiday has naturally been adopted by cannabis brands, but plenty of non-weed brands, too, are looking to connect with the same consumers continue to find ways to make their mark on the day.

This year, efforts like Jimmy John’s French bread-baking livestream and Slim Jim’s Doge-inspired snacks, are playful. Others, however, take on ongoing issues surrounding the plant, like decriminalization and federal legalization. Weedmaps is raising money for those who have been incarcerated for cannabis-related crimes and is livestreaming a criminal justice reform session, while Ben & Jerry’s is asking followers to write to Congress about decriminalizing the plant.

Weedmaps

For 4/20 this year, marijuana delivery and technology service Weedmaps is pairing up once again with the king of cannabis himself, Snoop Dogg, to host its virtual “Higher Together” event for the second year. Snoop Dogg will be using the livestream to promote his new album “From Tha Streets 2 Tha Suites” with co-hosts rapper A$AP Rocky and singer Jhené Aiko. From 1 p.m. to 4:20 pm PDT, people can tune in to see a variety of performances, including reggae rock band Rebelution and rapper Wiz Khalifa; a session about the importance of criminal justice reform; a cooking class with Mike Tyson and celebrity chef Nikki Steward; and appearances from special guests in the cannabis space. With sponsors like weed brands Caliva and Grassdoor, the event invites people to donate to nonprofit Last Prisoner Project to help those who have been incarcerated for cannabis-related crimes.

Ben & Jerry’s

Ben & Jerry’s has in the past leaned into its role as a 4/20 favorite snack, catering to weed enthusiasts with flavors such as Satisfy My Bowl, Half Baked and Dave Matthews Band Magic Brownies Encore Edition. The brand has also taken up social justice causes, including around marijuana, and this 4/20 is no different. The ice cream maker is encouraging its followers to send a message to Congress in support of the More Act, a plan to decriminalize cannabis and expunge past arrest records. “Even with more and more states saying yes to legal cannabis, hundreds of thousands of people are still being arrested every year, most of them for possession—and they are disproportionately Black. It doesn’t have to be that way,” writes the brand.

Kiva Confections

Edible cannabis brand Kiva Confections is encouraging customers to support local LA companies that have struggled over the past year during the pandemic, at least those that help with the high munchies. Kiva is giving $25 DoorDash giftcards to the first 420 purchases made on Kiva’s delivery site Kiva Direct between April 16 to April 20 and a list of some popular local eateries like Roscoe’s Chicken & Waffles and Primo Donuts.

Black Cannabis Magazine

Artists and brand management agency Haze Ent. is launching the quarterly Black Cannabis Magazine, a new digital and print media venture that “reports on the culture and contributions of Black, Indigenous and people of color across the burgeoning cannabis industry.” Whoopi Goldberg appears on the cover of the first issue and announces her new cannabis lifestyle brand Emma & Clyde, which will offer a line of edibles, flower and accessories. “As a long-time cannabis advocate and entrepreneur, I’m happy to support the launch of a new publication focused on starting conversations and covering issues that educate, entertain, and inspire people of color in the cannabis community," said Goldberg in a statement.

Blue Point Brewing

As the fight to legalizable marijuana on a federal level continues, Anheuser-Busch beer brand Blue Point Brewing has launched a new limited edition beer called “Legalize Wheat,” a 7% ABV hoppy American wheat ale that won’t get you high but brings the scent of the plant with a pineapple express terpene blend. The brand tapped artist Helen Kennedy, the first female artist-in-residence for the Grateful Dead, to design the graphics for the new brew.

For those who live in New York, the brew brand is selling a special “HopBox,” or the “Legalize Wheat survival kit” for $104.20, which includes several packs of beer, a “Legalize Wheat” poster, rolling papers, brownie recipe, a holographic sticker and, for good measure, a bag of Flamin' Hot Cheetos.

Slim Jim

Slim Jim, the meat-stick snack brand looking to be the favorite of weed lovers with the munchies, has been sharing Doge memes on Twitter for as long as they’ve been popular. So with the Dogecoin cryptocurrency spiking in popularity—doubling in price last week after Tesla CEO Elon Musk tweeted about it—and Doge becoming somewhat of a mascot for stoners’ favorite holiday, incorporating Doge into its 4/20 plans became too good of an opportunity for Slim Jim. The brand is using 4/20 to launch its own Doge-themed Slim Jim snack to raise money for nonprofit World Central Kitchen, which provides meals for children and families suffering with the pandemic. It’s unclear whether the snack brand will be selling them in stores or online and for how long. Snickers is also getting in on the Doge 4/20 fun.

Jimmy John’s

Eating, baking and even just admiring bread has become a popular pandemic pastime (not to mention a filling munchie food). This 4/20, Jimmy John’s is letting fans watch the process of baking the French bread that comes with its sandwiches. On Instagram and YouTube, the brand is running a “Wake ‘N’ bake (some bread)” livestream along with what it calls a “breaditation” with the “smooth, calming voice” of comedian Rob Huebel, known for his voiceover work in Jimmy John’s commercials as well as in “Bob Burgers.” And because Jimmy John’s has an inkling that many people will likely sleep in on the holiday, the bread bake will be streaming all day long.

On social media, Jimmy John’s will be carrying on the bread-themed comedy, sharing #FreshBakedThoughts like the meaning behind the sandwich, or even life in general. Some lucky participants will be winning a “Jimmy Chips” bean bag for snack breaks as you “vibe out.”

BarkBox 

Dog subscription box BarkBox is hopping on the holiday this year to bring some humor to weed lovers who are also dog owners. The brand has released cannabis-themed toys and treats for a limited-edition 4/20 box, including a giant blunt with a zoned-out face. The new items are available for new and current subscribers. It's the second time BarkBox has released toys for the holiday. Last year, the toys were promoted via a Facebook ad and sold out within 24 hours, which resulted in sales surpassing those on Black Friday by three times. This year, the hilarious toys are already being listed on eBay for up to $1,000.

Hotels.com

Hotels.com has some fun perks for 20 lucky travelers timed to the weed holiday. The travel-booking platform gave out $200 towards room service (for those with the munchies), a free night in their Hotels.com account and VIP gold status for a late check out to people who sent their hotel reservation confirmation to [email protected].