Pizza Pizza, Pre-Rolls x Hot Box

The Toronto-based eatery sets out to satisfy 4/20 munchies with two limited-time products. We’re told you can get “fully baked” with “Pizza Pizza Pre-Rolls.” Naturally, these are snack-sized strombolis shaped like joints. The pizza maker is also offering “Hot Box,” a storage solution for … whatevs. Munchies, mostly.

Blazy Susan, ‘Secret Box Battery’ x More

Sport Blazy Susan’s smell-proof fanny or backpack. Vaping on the sly? There’s also the “Secret Box Battery” for toking on the down low. And don’t forget the spinning rolling tray and pink rolling papers.

Jimmy John’s, ‘Deliciously Dope Dime Bag’

The fast food chain has designed a special combo meal to cure those inevitable food cravings. The “Deliciously Dope Dime Bag” comes with a hand-sliced smoked ham and provolone cheese sandwich with all the fixins’,  plus a fudge chocolate brownie (minus the hash) and Jimmy Chips. Rolling tray included!

Vital Proteins, ‘Wake and Take Collection’

To keep joints working at an optimum level, Vital Proteins has created a collagen kit, the “Wake and Take Collection.” Goodies include gummies, hemp tea, a diffuser, plus a grinder if coffee is your hot beverage of choice.

Claw Money + Etain, Custom Vape Pen

Claw Money, known for her contribution to graffiti culture and the global art scene, has partnered with New York-based cannabis brand Etain to create a custom vape pen. Its battery features Claw Money’s classic style, connecting cannabis culture to graffiti in an artful way.

Miracle-Gro,  #GrowYourOwn Edible Gardening Kit

The company has launched a limited edition Grow Your Own Edible Gardening Kit. It comes complete with Swiss chard, carrot, spinach and beet seed plugs, and an almanac to assist with your gardening efforts. Miracle-Gro has also partnered with Action Bronson on a 3-part edible gardening series on TikTok.

Zippo, 20th of April Collection

The windproof lighter maker speaks to the modern cannabis enthusiast with a four-piece set in high polish brass with designs from playful to abstract to elegant. Think sophistication, refinement for this high holiday.

Popeyes, Munchies Menu

The food chain created a limited time Munchies Menu with a “smokin’ deal.” Through the high holiday, fast food favorites like the Chicken Sandwich meal are on offer for $4.20. Munch away!

When Snoop Dogg’s BIC EZ Reach lighter and Martha Stewart’s favorite scented candle go missing, who’s your prime suspect? Spoiler: It’s Willie Nelson!

BIC launched its first official campaign for 4/20, although we all know this brand leans heavily into the market and embraces the many uses for its popular lighter.

When Snoop’s unable to find his fave lighter, he video calls Willie, to find the beloved octogenarian denying knowledge of its location … while unabashedly using the thing. Martha joins the call, on the prowl for her scented candle. Willie has that, too—he adores its herbal aroma.

The brand’s enlisting consumers to help find Willie and the missing lighter at FindBIC.com, starting in obvious places like Blunt, Calif., Hashtown, Ind., and Pottsville, Pa., among others. Contestants can enter to win signed swag by Willie, Snoop and Martha.

“Tapping Willie Nelson, Snoop Dogg and Martha Stewart for this campaign was a natural fit, and using 4/20 as a launch date was a cheeky way to encourage consumer engagement,” says Jeany Mui, brand director, BIC Flame for Life. “As BIC’s very first official play in the 4/20 festivities, we wanted to invite all lighter-users across the nation to get in on the fun.”

The elephant in the marketing room isn’t specific to cannabis, but arises from changes in media and communications as a whole over recent years. More people have tools and access, with social media pulling the creativity out of so many folks who wouldn’t have discovered or shared their talents had these platforms not existed. This has naturally raised the competitive bar for creativity and continues to push it higher by the day. Teenagers can throw down a video that feels personal, well written, well executed, and that hits hard … by simply using their phones.

At the same time, nearly every platform has given people the ability to avoid ads. As a result, agencies and marketers are forced to show up in an entirely new arena and play to new audiences and trends that are always evolving. They must speak predominantly to a younger audience focused on absorbing and amplifying what’s “cool and relevant” on any given day.

The classic advertising model of forced interruption to tell a minute-long story is no longer viable. Mind you, cannabis marketers never had this ability because we weren’t allowed to engage in traditional paid media. We’ve always had to be scrappy, rather than rely on large media buys to spread messages over long periods of time.

The democratization of content has carved out a new space with a new code of conduct. The high level of polish that used to be advertising’s strength is now, in some cases, a weakness. Social media audiences want to see and share content that their peers create. Gorgeous cinematography and intellectual/aspirational copywriting will work for a shrinking niche audience—but not the masses. It’s not uncommon to hear about a couple that watch one or two popular shows and spend the rest of their TV time scanning YouTube videos from their favorite creators. Every aspect of creation and consumption is changing rapidly.

Although all this may seem bleak and daunting for advertisers, I believe it’s leading to new growth, helping us craft improved and more relevant experiences for the future.

For me, it’s exciting to have both new constraints and a fresh license to experiment. Even “cringe-worthy” has become a valid category for exploration. Just have fun with what you’re doing, and your audience will follow. However, there is a lot more noise to cut through these days.

In cannabis specifically, every creative plays an important role to help normalize our space (all boats rise). Whether it is GZ1 giving fashion and artistic visibility to hash, Alice of Girls in Green offering cannabis education, Elbo appearing at ComplexCon, Roger Volodarsky touring the international scene, or Berner spreading the Cookies brand across the globe. 

These ambassadors craft a positive impression of our community that anyone can appreciate. I can’t overstate how important this is. Many different perspectives, all sharing a message of love and beauty for the plant, will drive change. These creators have raised their games in the past year, and now seem to appeal to more people outside of cannabis.

In 2023, exploring how to utilize digital platforms to devise new formats will be the challenge. It’s not enough to simply show up. You have to do something different, spill your guts—and make it entertaining. That’s a tall order. There are thousands of people putting themselves out there. How will you be different?

This year, I’d like to see way more people open up about their usage and participate in the culture. 
There’s a good chance that at least 1 out of 4 of your favorite celebrities or musicians are using cannabis, and it’s a shame that it has to be kept closeted to save face (lest artists lose business opportunities and sponsorships because it makes a few folks uncomfortable).

There’s still so much residual shame and oppression both socially and legislatively that needs to be addressed. The more we speak our truth, the more the universe will absorb, like ink into water. We must consistently open up when it is uncomfortable so that those in our future can do it without guilt.

Jack’s Edible Assortments launches on April 20 at food trucks in Los Angeles, San Diego and San Francisco, with help from TBWAChiatDay L.A. It includes a reintroduction of the Pineapple Express Shake, which includes munchies like popcorn chicken, onion rings, tiny tacos, mini pancakes, whipped cream and cherries. The first 100 food truck visitors score one for free.

Last Prisoner Project

Last Prisoner Project, a non-profit focused on cannabis criminal justice reform, created “The Pen to Right History,” a campaign asking President Biden to free those incarcerated for nonviolent cannabis-related charges. Via McCann New York, the 1:45 video tells the story of Richeda Ashmeade, a law student and poet whose father was sentenced to 22 years in prison on cannabis charges. The pen used by family and friends to encourage President Biden to right this wrong was sent to the President.

Sackville & Co. and Playboy

Sackville & Co. and Playboy are launching a platinum smoking collection on 4/20, timed with Playboy’s 70th “platinum” anniversary. The two-piece set includes Sackville’s Crystal Ball Pipe in a chrome with the Playboy icon and a Playboy branded Silver Charm Case, inspired by cigarette cases of yesteryear.

Wingstop

Wingstop made a video, purportedly “sent to team members nationwide to prepare them for the types of glassy-eyed guests they may encounter on the high holy day.” Glassy-eyed? Whatever could they mean by that? The brand is launching a Hot Box especially for 4/20. Fans can choose a chicken sandwich, boneless or classic wings, tenders or fries plus a drink and ranch sauce. Just in case they get the munchies for some reason.

Ortho

Ortho has entered the 4/20 chat with a pair of trippy print ads encouraging users not to bug out when getting rid of beetles and ants. From MullenLowe, the ads want everyone to start spring off on a high note.

Cann x Snow Days

Everyone gets the mega-munchies on 4/20, right? Well, cannabis-infused soft drink Cann has you covered, teaming up with Snow Days for a baked bundle of yum. Meanwhile, Cann CEO and co-founder recently chilled at Muse with some thoughts on the highs and lows of the industry.

Gopuff

Delivery service Gopuff is not a weed app, but that’s not stopping the brand from leaning into 4/20 with “I Puffed Today.” Like an “I Voted” sticker, the campaign encourages anyone and everyone to have their favorite munchies delivered via Gopuff then proudly share their “I Puffed Today” sticker for all to see. Created by The Times.

TeaPot

TeaPot, Boston Beer Company’s cannabis beverage brand, partnered with Grassroots California to create a corduroy hat, complete with stash pocket. Net proceeds benefit Pardons Canada, a non-profit helping people remove past criminal offenses from public record.

Postmates created the outfit of our hunger/comfort dreams and drops it on 4/20, a day that sees an increase in takeout orders.

When was the last time you actually ate at a dining room table that didn’t involve a holiday or special occasion? The “Takeoutfit,” created by Mother L.A., turns the wearer into a dining room table, so they can binge their favorite shows and securely devour their fave meals.

The black hoodie comes with a drop-down food-stabilizing surface, so you don’t burn your thighs and an upper arm pocket to hold utensils. There’s a flavor enhancement pouch to carry condiments or 4/20 accoutrements, and sleeves that double as washable, removable napkins.

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Five hundred Takeoutfits were created and one can be yours for $50, beginning on 4/20. For folks living in NYC, L.A. and Nashville, Takeoutfits can be added to food orders on 4/20 from Prince Street Pizza, Bludso’s BBQ and Nicoletto’s, respectively.

“Postmates understands your irrational relationship with food,” said Biz Anderson, strategist at Mother. “This felt like the right opportunity for us because we know that when you order takeout you don’t eat it at the dining table, you eat it on the couch in front of the TV. There wasn’t anything out in market that made eating takeout on the couch better, so we did.”

A 30-second video says goodbye to a fancy MacKenzie-Childs-decorated dining room table and hello to the Takeoutfit in action.

“Since 4/20 is a big holiday for sitting on the couch and ordering delivery, we like to celebrate with food first,” Brittany Hoffman, head of marketing at Postmates tells Muse. “Last year we partnered with Howlin’ Ray’s to launch their first ever Nashville hot nuggets, appropriately dubbed “Nugs” and the year before, we partnered with Action Bronson and Shake Shack for the ultimate 4/20 meal, the SmokeShack burger.”

Drake has “Hotline Bling.” Butterball has a “Turkey Talk Line.” And now, The Green Organic Dutchman has a “420 Hotline” as part of its 4/20 cannabis celebration.

The hotline, open today from 9 a.m. to 9 p.m. EST to anyone over the legal age, will be run by budtenders, growers and industry experts like Andrew Freedman (the Cannabis Sommelier) and Kelsey Cannabis.

Users can call 1-833-4HIGHLY (1-833-444-4459), text 1-289-982-7000, or Instagram DM @HighlyDutchOrganic.

“The cannabis industry has much more strict advertising and promotion rules than other industries, but we believe there are ways to still execute unique ideas within those confines,” says Drew Campbell, VP of marketing at The Green Organic Dutchman. “We were familiar with the Butterball Turkey Hotline, through a West Wing episode, and thought it was an appropriate tribute. We can offer cannabis education and support, all within the similarities of a familiar—less fun, but equally legal—multi-decade-old Thanksgiving turkey cooking support line. Sometimes cannabis should just be fun, and this is it.”

If all goes well with today’s hotline, The Green Organic Dutchman will consider making this a yearly occurrence.

“We have a dozen people participating directly who will answer calls, texts and DMs,” Campbell tells Muse. “Our organic farm in Ancaster, Ontario, has approximately 150 employees, so if we receive a very specific question about growing, lighting, etc., we can involve any of their expertise, too. We’re hoping to get people more comfortable with considering cannabis as a product for themselves.”

Cannabis legalization is stretching from coast to coast. With New York recently becoming the 15th state to legalize recreational marijuana use, we’re about to witness an increasingly rapid maturation of a relatively nascent industry. In fact, with sales expected to reach $35 billion by 2025 and no clear leading brands, cannabis will be an extremely competitive market full of consolidation and a massive prize should a brand know how to land and expand effectively. 

But it won’t be simple. Beyond facing hindering regulation—marijuana is still federally illegal and at various levels of legality in 42 states—brands will need to navigate an industry akin to a Russian doll: seemingly singular but full of diverse products and benefits. With widespread use spanning recreation, medical treatment and wellness applications, it is not difficult to imagine one brand positioned as a craft beer right next to one positioned as a groundbreaking ointment. 

Rather than attempt to span the spectrum all at once, brands that can define and defend their niche will be successful in the long run. To get there, here are four key questions cannabis brands can ask themselves: 

At what altitude will your science-speak sit?

As cannabis brands tout benefits from social inhibition to better sleep, savvy consumers will need to be told more than a “trust us.” That trust needs to be earned. Speaking to your product’s science—the mix, the results—will surely help, but are table stakes. By going further and finding a way to break down proof of product in a unique tone that matches your brand—whether youthful and irreverent or clinical and serious—brands can better stand out and strike connections with consumers. This is especially true for those brands going after cannabis-newbies, who will need extra reassurance that their experience won’t be a bad one.

How can your packaging help you differentiate from the rest?

While we’ve seen beautiful packaging in cannabis, for this next wave of growth, brands must apply equal investment to the experience surrounding the packaging, too. Focusing on aesthetics alone might stand out at first, but intentional touches to everything around the packaging—what’s in it, supporting it, how it’s used—are what will build longer-term connections with your consumer and help you carve out and own a niche.

What alchemical partnerships can better meet your consumers where they are?

While partnerships for cannabis brands seem limited to supply and operations or simple co-branding now, the future is full of innovative partnerships that can unlock magic: where 1 + 1 = 3, not 2. Approached strategically, partnerships can build targeted equity and embed cannabis brands into their core consumers’ lives. Thought starter: a crafty cannabis brand partners with The Sill and Lowe’s on a starter cultivation kit. Maybe far-fetched now, but brands will surely dip their toes into cannabis, especially if it’s right for their core consumer, too.

How will you meaningfully and materially incorporate impact into your story?

Brands with a strong commitment to purpose outperform others, some growing at twice the rate. And while important for most brands, purpose is mandatory for cannabis brands, given the devastating past and present of cannabis in the U.S., and the disproportionate impact its criminalization has on Black and minority communities.

The world needs material commitments from brands to build an industry that uplifts those who have been harmed, not profits off them. Start from day one with close nonprofit partnerships, campaign for change, commit to an equitable leadership team and partner network. Leading cannabis brands will more than meet the expectation for them to be purposeful; they’ll exceed them.