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For the dankest day on the calendar—April 20—cannabis brands are cutting prices, running promotions, flexing their activist muscles and launching experiential activations at retail.
And some companies have added a new tool to their marketing arsenal: collaborations with mainstream brands, from national fast food chains to grocery store staples, aiming to extend their reach beyond core cannaseurs and further embed weed into the popular consciousness.
On the heels of an industry-first deal between Jack in the Box and Weedmaps, players in the cannabis space have linked with AriZona iced tea, Fatburger, artist and sneaker designer Stan Birch and even Madison Avenue for 4/20-pegged programs.
“As an industry, we don’t have a choice.
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