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Corporate America embraces 420 as pot legalization grows



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By Associated Press

LOS ANGELES ̵

1; Marijuana users have for decades celebrated their

No, Hallmark has not yet got a card to mark "420", but the once-stop-counter-culture celebration that was all about getting stoned now is so mainstream Corporate America is starting to embrace it. "But many other businesses within and outside the multibillion-dollar cannabis industry are using April 20 or 4/20 to roll out marketing and social media messaging aimed at connecting with consumers driving the booming market.

On Saturday, Lyft is offering a $ 4.20 credit to a single ride in Colorado and in select cities in the US and Canada. Carl's Jr. Using a Denver restaurant to market and hamburger infused with CBD, a non-intoxicating molecule found in cannabis that many believe is beneficial to their health.

In 420 last year, Totino's, a maker of frozen pizza snacks, tweeted a picture of a microwave and an oven with the message: "To be blunt, pizza rolls are better when baked."

"I think brands that associate themselves with the cannabis kind of get that contact high. In other words, they're just considered to be cooler by the association, "said Kit Yarrow, a consumer psychologist at the Golden Gate University. "

Marijuana normalization has snowballed since 2012, when Colorado and Washington were the first states to legalize recreational use. . Eight more followed, including California, Oregon and Michigan. Medical marijuana is legal in two-thirds of the states, with conservative-leaning Utah and Oklahoma among recent additions.

Meanwhile, the CBD market has exploded. CBD oil can be found in candies, coffee and other food, drinks and dietary supplements, along with perfumes, lotions, creams and soap. Proponents say CBD helps with pain, anxiety and inflammation, although limited scientific research supports these claims.

U.S. Retail sales of cannabis products jumped to $ 10.5 billion last year, a threefold increase from 2017, according to a data from Arcview Group, a Cannabis investment and market research firm.

Ben & Jerry was one of the earliest big brands to foster the connection with marihuana culture through marketing. The Vermont-based ice cream company features Cherry Garcia and Phish Food, honoring the late Grateful Dead member Jerry Garcia and band Phish. Both bands are favorites of the marihuana-smoking crowd.

To mark 420 in recent years, Ben & Jerry's debuted taco and burrito-inspired sandwiches of ice cream. This year the company is partnered with a San Francisco Bay Area cannabis retailer to give customers who place delivery orders on Friday and Saturday free pint of Half Baked, a combination of cookie dough and fudge brownie.


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