The cannabis holiday 4/20 is here again, bringing with it a wave of marijuana-themed promotions and campaigns from mainstream corporations eager to tap into the growing reform movement's popularity.
Normalization of Cannabis
With nearly half of U.S. states having enacted adult-use legalization, cannabis is becoming more normalized. This trend has emboldened companies like KFC and Jimmy Johns to offer 4/20-themed deals.
However, this approach has irked prohibitionists. Ahead of 4/20, Smart Approaches to Marijuana (SAM) urged people to demand that companies like Jimmy Johns withdraw promotions perceived as glorifying drug use.
Expectations Amid Reform
The 4/20 celebrations coincide with heightened expectations for federal marijuana reform. The Drug Enforcement Administration (DEA) is reviewing cannabis scheduling under President Joe Biden’s directive, potentially moving marijuana to Schedule III of the Controlled Substances Act.
Advocates and lawmakers are intensifying calls for comprehensive legalization and banking reforms, setting the stage for significant policy shifts.
Corporate Initiatives for 4/20
Here’s how companies, organizations, and celebrities are marking the cannabis occasion:
- ACLU: Offering branded merchandise to support cannabis reform and criminal justice reform.
- Ben & Jerry’s: Advocating for clemency for those criminalized over cannabis and promoting reform efforts.
- KFC: Launching a pop-up shop with cannabis-themed merchandise and food items.
- Jimmy John’s: Offering a 4/20-coded deal, sparking controversy among prohibitionists.
- Popeyes: Providing a special $4.20 deal on select menu items.
- &pizza: Offering daily deals leading up to 4/20, including discounts and special offers.
- Rockstar Games: Providing in-game bonuses for Grand Theft Auto players.
- Pizza Pizza: Offering a special “pre-roll” product as part of the 4/20 celebration.
- Zippo: Introducing a new “20th of April Collection” of premium lighters.
- Morgenstern’s Finest Ice Cream: Collaborating with Doobie to offer a limited-edition cannabis-themed treat.
Continued Advocacy and Celebration
As 4/20 approaches, companies and organizations continue to blend advocacy with celebration, reflecting evolving societal norms and ongoing efforts to reform cannabis policies.
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