Brands roll with stoner ‘holiday’ as marijuana legalization grows

LOS ANGELES (AP) – Marijuana users have for decades celebrated their love of marijuana on April 20th, but the once counter-culture celebration that was all about getting stoned now is so mainstream that Corporate America is starting to embrace it.
Businesses inside and outside the multibillion-dollar cannabis industry are using April 20th, or “420,” to roll out marketing and social media messaging aimed at connecting with marijuana enthusiasts.
On Saturday, Lyft is offering a $4.20 credit on a single ride in Colorado as well as in select cities in the U.S. and Canada.
Carl’s Jr. is using a Denver restaurant to market a hamburger infused with CBD, a non-intoxicating molecule touted for many medicinal applications that is also found in the cannabis plant.
Allen Adamson, co-founder of marketing consulting company Metaforce, says big brands that need to appeal to a wide audience are unlikely to embrace “420” marketing.
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