4/20 Marketing Used to Wink to Cannabis Insiders. Now It Welcomes a Wider Audience

Retailers borrow CPG tactics for the Black Friday of weed, while brands lean in to purpose-driven programs

To mark April 20, the dankest day on the cannabis calendar for fans and retailers, the Wana Brands foundation plans to donate $140,000 to nonprofit groups combating hunger in local communities across America.

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This story first appeared in the April 18, 2022, issue of Adweek magazine. Click here to subscribe.