Brands Light up for 4/20

As the movement to destigmatize medicinal and recreational cannabis continues to gain momentum and national acceptance widens as more states legalize or move toward legalization, brands and cannabis retailers are becoming more comfortable leveraging the holiday to appeal to 21+ consumers, while some focus on righting the wrongs cannabis laws have had in the U.S. Here’s a roundup of how brands and cannabis retailers celebrated 4/20, the bona fide holiday for marijuana enthusiasts that falls on April 20. Headphone and audio brand Skullcandy partnered with PepsiCo/Frito-Lay’s Doritos in honor of 4/20 this year to launch reimagined, limited-edition Skullcandy Dime true wireless earbuds ($34.99). The pocket-sized offering takes on a “nacho cheese aesthetic reminiscent of a Doritos chip,” according to a news release. The first 100 customers to snag a pair of the special buds also received a limited-edition Skullcandy x Doritos dust tray. The collaboration rolled out globally on April 12, exclusively on Skullcandy.com.Each package of the “4/20 Skullcandy x Doritos Dime” true wireless buds were hand-numbered for exclusivity and featured the Doritos nacho cheese print in “blazing” orange or red colorways. Unilever's Ben & Jerry's is using the hype surrounding 4/20 to join forces with the American Civil Liberties Union (ACLU) to promote cannabis justice in the U.S. Following legislation passed earlier this month by the U.S. House of Representatives that would legalize cannabis and expunge the records of people convicted of cannabis crimes, Ben & Jerry’s and the ACLU called on the Senate to step up immediately to pass its version of the Marijuana Opportunity Reinvestment and Expungement Act, or MORE Act, and ensure that the people most impacted by the war on drugs and mass incarceration — people of color — actually benefit from cannabis decriminalization.The joint 4/20 campaign will include a series of digital ads on social media platforms that provide Americans an "easy, one-click" way to send a message to their Senators, according to a news release from the brand, adding that it’s "high time for change." Personal wellness and CBD brand House of Wise also opted for a cause campaign ahead of 4/20 this year, with the launch of a limited-edition "Justice for All" CBD gummy sampler box, in partnership with Last Prisoner Project, a nonprofit dedicated to advancing criminal justice reform for the cannabis community. The box features a custom design by multimedia artist and cannabis industry advocate Emily Eizen, inspired by the real-life experiences of former cannabis incarcerates Sean and Eboni Worsley. The design features a camouflage print, nodding to Sean's service in the U.S. Army, including his Purple Heart award, along with broken chains, representing the immediate need for change and reform in the American criminal justice system, according to a news release. Each Justice for All product package includes 12 individually wrapped CBD Gummies from House of Wise and is now available for purchase on houseofwise.co. One hundred percent of profits from all sales of the product will go to Last Prisoner Project's Family Support Fund and the Worsley family. CCELL, a technology brand focused on vaping hardware products and vaporizing technology, launched an omnichannel marketing campaign to celebrate 4/20. To promote its signature products (i.e., Palm, Dart-X and their cartridges), as well as to engage fans and potential consumers, CCELL’s campaign invited consumers via social media to participate in what the brand called a “contemporary surrealism collage easter egg hunt” created by PostWook's Natasha Chomko. The collage embedded multiple CCELL products within and asked participants to identify the correct number to win prizes, including Amazon gift cards and CCELL swag. The campaign took place online on CCELL's Instagram account (@CCELLofficial), engaging influencers who joined efforts in spreading the word on their social media pages from April 19-20. The campaign will also carry on offline at the 2022 Pennsylvania Cannabis Festival, which will take place April 23-24. This initiative will help new audiences learn about CCELL and its iconic products. High Tide, a cannabis retailer with e-commerce assets, marked the annual cannabis holiday with the opening of two new stores in Canadian provinces Alberta and Ontario. These openings bring High Tide's total number of branded retail locations across Canada to 115, and also represent the Company's 62nd location in Alberta and 35th location in Ontario, respectively. In addition, High Tide also celebrated its Cabana Club loyalty program surpassing 420,000 members by awarding an exclusive prize package to a randomly selected member of the Cabana Club on April 20 at 4:20 p.m. mountain time. The prize package will consist of a car valued at approximately $42,000, or a cash equivalent, as well as an all-expenses paid roundtrip flight to Calgary in Alberta and dinner with Raj Grover, the company's president and CEO.

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