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Creative Creative Works Brand Strategy

6 cannabis campaigns to blow you away on 4/20


By Audrey Kemp, LA Reporter

April 20, 2023 | 8 min read

Spark one up and enjoy the top 4/20 campaigns from brands and agencies today – from Jack in the Box’s Pineapple Express-themed munchies to Bic’s lighter scavenger hunt starring Snoop Dogg and Willie Nelson.

pineapple express shake

Jack in the Box’s ‘Pineapple Express Shake’ is only available on 4/20 for $4.20 / Credit: Jack in the Box

6. Puffco and AriZona roll out a weed-smoking cup

arizona cup

While many have smoked from a bowl, very few can say they have smoked from a cup, until now. Today, AriZona Beverages and Puffco have released a limited-edition, two-in-one bubbler and cup. The cup remixes Puffco’s beloved coffee cup-style water pipe, Cupsy, with AriZona’s widely recognizable Green Tea can graphics. It even includes a portable glass bubbler for on-the-go smoking (without the dry mouth).

Made exclusively for Puffco, the AriZona Cupsy is available in very limited quantities (only 420 produced) beginning today on starting at $59.99.

5. Ad Council warns SiriusXM listeners not to drive blazed

On a more serious note, Ad Council, SXM Media and the National Highway Traffic Safety Administration (NHTSA) have launched new PSAs to raise awareness about the dangers of driving under the influence of marijuana.

The radio spots, which air in English and Spanish nationally across Pandora and SoundCloud, seek to remind tokers to drive (and smoke) responsibly.

4. Chosen Foods walks TikTok users through a gooey brownie recipe

@chosenfoods Mary Jane's got nothing on our 100% pure avocado oil when it comes to getting baked. #420 #ChosenFoods #AvocadoOil #MaryJaneWho #chosenfoods #avocado #munchies #brownies #baking #baked ♬ Chill and Relax Talk(1293127) - ChillStars

Chosen Foods today released a TikTok video laden with stoner puns, showing how the brand’s avocado oil-based products can assist in the brownie-baking process. “What’s the point of having a smoke point, if it’s not, like, really high?” the voiceover says. “Who doesn’t like to get baked goods? I love getting baked goods.”

The video was created with digital marketing agency Go Ventures.

3. Jack in the Box and WeedMaps bring back Pineapple Express-themed munchies for $4.20

onion rings and shake

For 4/20 and 4/20 only, fast food chain Jack in the Box has brought back its ‘Pineapple Express Shake’ for $4.20, inspired by the cult classic stoner film from 2008.

Available at a number of food trucks stationed across California today, the Pineapple Express Shake, is topped with an assortment of junk food, like popcorn chicken, onion rings, tiny tacos, mini pancakes, whipped cream and cherries.

To top it off, the brand has partnered with marijuana dispensary app WeedMaps, which is mapping out the locations to help customers find their local food truck activations. The campaign was developed in partnership with creative agency TBWA\Chiat\Day LA.

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2. Gopuff and The Fat Jewish want consumers to ‘get out and go puff’

Digital delivery service Gopuff says there’s nothing more patriotic than celebrating 4/20. To rally consumers to get as blazed as possible today, the brand has tapped influencer Joshua Ostrovsky, also known as The Fat Jewish, in a campaign riffing on ‘I Voted Today’ campaigns: ‘I Puffed Today.’

Today, New Yorkers can visit an IRL ‘puffing place‘ (like a polling place) van with privacy booths (à la voting booths) inside. The van will hit the streets of Manhattan, and move throughout the day from Washington Square Park to Astor Place, to Union Square and up to Bryant Park. Inside the booths will be a QR code for visitors to scan and receive a discount code to use on Gopuff’s munchies assortment page.

Joe Hegyes and Andrew Muscarella, hosts of the Good Children podcast, will be on-site to interview people “man on the street” style and give away Gopuff ‘I Puffed Today’ stickers, lighters, rolling papers and snacks. The work was ideated and developed with The Times.

1. Bic, Snoop, Willie Nelson & Martha Stewart send stoners on a scavenger hunt

In honor of 4/20, Bic seeks to light up a stoner search party with ‘Bic lights up America.’ In the new campaign, famous stoner Willie Nelson loses Snoop Dogg’s ‘EZ Reach‘ lighter, which Martha Stewart needs to light her candle and Snoop needs to spark up something else on 4/20 (you do the math).

The campaign prompts consumers to visit to locate the lighter (Spoiler alert: it‘s in Weed, California) for a chance to win merchandise signed by Willie, Snoop and Stewart. The campaign was co-created by agencies M Booth, Doner CX and Merkley+Partners.

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