Title : Brands roll with stoner 'holiday' as pot legalization grows
link : Brands roll with stoner 'holiday' as pot legalization grows
Brands roll with stoner 'holiday' as pot legalization grows

Potheads have for decades celebrated their love of marijuana on April 20, but the once counter-culture celebration that was all about getting stoned now is so mainstream Corporate America is starting to embrace it.
Businesses inside and outside the multibillion-dollar cannabis industry are using April 20, or 420, to roll out marketing and social media messaging aimed at connecting with marijuana enthusiasts.
On Saturday, Lyft is offering a 4.20 credit on a single ride in Colorado and in select cities in the U.S. and Canada.
Carls Jr. is using a Denver restaurant to market a hamburger infused with CBD, a non-intoxicating molecule found in cannabis.
Allen Adamson, co-founder of marketing consulting company Metaforce, says big brands that need to appeal to a wide audience are unlikely to embrace 420 marketing.
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