The annual cannabis celebration of 4/20 is back, and it’s bigger than ever. As marijuana legalization gains steam across the U.S., mainstream brands are seizing the moment to promote 4/20-themed deals and even join forces with advocacy groups to push for marijuana reform.
However, the growing normalization is drawing some backlash. The anti-marijuana group Smart Approaches to Marijuana (SAM) is urging consumers to voice their displeasure with companies like Jimmy Johns over their $10 “Deliciously Dope Dime Bag” promotion, which they’ve called a “disgrace”.
Despite the criticism, most cannabis consumers and reform proponents are gearing up for a holiday filled with enticing specials and fresh calls for change—even as they await broader federal reform. Just last year, President Biden ordered a review of marijuana’s restrictive scheduling, and many are hoping the Drug Enforcement Administration (DEA) will recommend rescheduling cannabis to a lower classification.
Here’s how some big companies, organizations, and celebrities are celebrating 4/20, the cannabis holiday:
ACLU
The ACLU is marking the day by selling pro-legalization merchandise, including clothing, rolling trays, and matches. Proceeds support their fight for comprehensive marijuana reform and addressing the racial disparities within cannabis enforcement.
Ben & Jerry’s
Continuing their longstanding marijuana advocacy, Ben & Jerry’s and the ACLU are partnering to encourage citizens to pressure their state governments to expunge marijuana-related criminal records. The ice cream giant emphasizes that simple legalization isn’t enough—a just system must also address the disproportionate harm caused by past criminalization.
KFC
Playing on the “munchies” associated with cannabis culture, KFC is hosting a pop-up shop in Los Angeles with their new “Saucy Nuggets” and limited-edition merchandise. It’s a cheeky nod to 4/20 without infusing their snacks with THC.
Jimmy John’s
With a move bound to irk prohibitionists, the sandwich shop is rolling out a controversial $10 “Deliciously Dope Dime Bag” deal that bundles a sandwich, chips, pickle, and brownie.
Other Brands, Big and Small, Are Participating Too:
- Popeyes is slinging $4.20 Chicken Sandwich deals and a “Munchies Menu”
- Rockstar Games is offering 4/20-themed bonuses in Grand Theft Auto
- Pizza Pizza is cheekily offering a “0% cannabis” yet “100% delicious” pre-roll
- Zippo is releasing its refined 4/20 themed “20th of April Collection” of lighters
Beyond Food Deals: Cannabis-Inspired Activism
Morgenstern’s Finest Ice Cream in New York has partnered with cannabis delivery service Doobie to launch “Doobie Scoobie Snacks,” a limited-edition treat, highlighting the evolving relationship between the culinary and cannabis industries.
These 4/20 efforts go beyond just fun and food. They’re a sign of shifting attitudes towards marijuana, pushing cannabis further into the mainstream. Whether it’s a sign of true progress in reform or simply marketing savvy remains to be seen.
