Ben & Jerry's Demands Reform for 'Half Baked' Cannabis Laws

Ben & Jerry’s blends two of its core personality traits—its dedication to activism and its love of word puns—into an April 20-pegged campaign that advocates for criminal justice reform and federal cannabis legalization. Using the tagline, “Our cannabis laws are half baked,” the beloved brand has partnered with the ACLU to give Americans a simple way to take action and demand that the U.S. Senate pass canna-friendly legislation. Senate Majority Leader Chuck Schumer had been expected to introduce a reform-minded bill, called the Cannabis Administration and Opportunity Act, as part of the celebration around 4/20. That effort, with assists from Sens. Cory Booker and Ron Wyder, would have come on the heels of the recent House passage of the landmark Marijuana Opportunity Reinvestment and Expungement Act. While the bills vary in their details, their overall aim is to decriminalize the plant and address the racial inequities caused by the failed war on drugs. But according to The Hill, Schumer has delayed the intro until August, which Ben & Jerry's global head of activism strategy Chris Miller called "unfortunate but not surprising." Luxury Cannabis Brand Riffs on Iconic Women-Centric Ads to Make a 4/20 Splash Even so, Ben & Jerry’s is asking Americans to keep the pressure on their elected officials. The brand has created a one-click process to send messages to senators, with digital videos launching on social media to promote the program. “To be blunt, with tens of thousands of people still being arrested for cannabis possession and Black people being 264% more likely to be arrested, the Senate delay prolongs the injustices that disproportionately victimize Black and Brown communities everyday,” Miller told Adweek. Cannabis is now legal in 38 states—plus the Congressional stomping ground of D.C.—and Ben & Jerry’s says 91% of U.S. adults support some form of weed legalization. Despite those gains, the financial benefits of the industry are concentrated in the hands of the few. The brand pointed out that white men make up more than 70% of the C-suites while Black people represent only 7% of those ranks in an industry that’s expected to top $30 billion in sales this year. “While no law can undo lifetimes of injustice, our nation must immediately take basic steps that an overwhelming majority of Americans support,” Cynthia W. Roseberry, the ACLU’s deputy director of policy, said in a statement. Ben & Jerry’s, with a long history of canna-centric activations on 4/20, isn’t the only brand to kick off a purpose-led marketing campaign around the most revered day on the cannabis calendar. Both weed brands and their staunch allies are stepping up their game. As the industry matures, the advertising from brands, dispensaries and delivery services specifically has evolved beyond the holiday’s hard-partying roots intended mainly for an insider audience. The trend these days is toward more sophisticated and meaningful messaging targeting a broader demographic. Standout campaigns for 2022: Trulieve Trulieve, which operates in 11 states, has entered the metaverse with an exclusive NFT collection available via OpenSea. Proceeds from the sales will be donated to the Last Prisoner Project, a nonprofit group committed to freeing more than 40,000 people in jail for non-violent weed offenses.The cannabis giant also debuted its social equity program, “4.20 for All,” aimed at giving cannapreneurs of color a financial boost in the business. The Florida-based company also tried to register 4/20 as a national holiday, but the application was rejected. House of Wise In another partnership with the Last Prisoner Project, the House of Wise premium CBD brand is urging the Biden administration to create an independent presidential clemency board to expedite the release of 40,000 jailed Americans.The “Justice For All” campaign is raising money for LPP and its family support fund through a limited-edition product drop and an NFT auction. The brand also amps up its educational content, shows consumers how to become active in public policy and shares stories of people impacted by weed convictions as part of its Wise Reads series. The Green Organic Dutchman Not everyone who observes 4/20 is a seasoned cannaseur, so The Green Organic Dutchman has crafted a program for newbies, canna-curious and anyone with questions about terpenes and THC levels. Similar to Butterball’s Turkey Talk Line, the Canadian brand has debuted a toll-free 4/20 hotline for the global weed community. Reachable via call, text or Instagram DM, the service wants to help people make informed decisions. The program comes after a brand poll found that 20% of Canadians said they would be more likely to try weed if educational resources were available. Dr. Bronner's Dr. Bronner’s, a well-known advocate for cannabis and psychedelics, has premiered a public education campaign called “Weed Like Change” that will run into July in California and Oregon. The effort focuses on the environmental benefits of regenerative organic farming in cannabis and aims to “spike demand for ethical, ecological and sun-grown” weed produced by small-scale farmers who “are at risk of extinction" as the business becomes corporatized. Support includes events in both states, along with a limited-run label on the flagship castile liquid soap. 4/20 Marketing Used to Wink to Cannabis Insiders. Now It Welcomes a Wider Audience

Cannabis

Ben & Jerry's Calls US Weed Laws 'Half Baked' and Urges Consumers to Demand Reform

The activist company joins other brands in launching purpose-driven campaigns for 4/20

T.L. Stanley

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T.L. Stanley