Brands, never ones to let a celebration slide by, have high expectations for 4/20 now that weed has become legal in a growing number of states.
As we noted in Marketer's Brief earlier this week, get ready for a lot of 4/20 pot tweets from companies trying to look hip, as well as some actual deals, such as a Carl’s Jr. restaurant in Denver selling a "Rocky Mountain High: Cheeseburger Delight," and Andy Capp releasing a special take on its Hot Fries: Andy Capp’s Fully Baked Hot Munchies.
Here, more ways marketers are trying to tap into the budding industry.
Ben & Jerry's
The ice cream brand is launching a joint effort with Caliva, a San Francisco Bay-area dispensary, to get customers baked––"Half Baked," that is. All Caliva delivery orders on 4/19 and 4/20 will come with a complimentary pint of the Ben & Jerry's ice cream flavor.
The dispensary will donate 4.2 percent of these sales to Code for America's "Clear My Record" pilot program in California that helps "the government automatically clear all eligible criminal records and remove a significant barrier to work, education, and housing for people," according to its website.