Brands love a good holiday, but some special occasions are still more, well, mainstream than others. For companies to acknowledge 4/20 — alternately known as “National Munchies Day” and “National Pot Enthusiast Day” — while remaining on brand requires a delicate balancing act. It works for Ben & Jerry’s. Less so for, say, Nike. Here, then, are a couple examples of brands ablaze today:
Ben & Jerry’s
The Vermont-based ice-cream company has a history of making stoner-friendly jokes. When Colorado legalized recreational marijuana last year, the company sent out this sly tweet.
BREAKING NEWS: We’re hearing reports of stores selling out of Ben & Jerry’s in Colorado. What’s up with that? pic.twitter.com/zBs8nyxZWn
— Ben & Jerry’s (@benandjerrys) January 2, 2014
This year, the company went all out, introducing a new product, the “Brr-ito,” an ice-cream burrito that is designed to cure just about anyone’s munchies. You can even make a “half-baked” version. The brand released this spot, a spoof of Apple’s “1984” ad, to announce the product. Denny’s Considering how clever the Denny’s account can be on a daily basis, this is a pretty sub-par attempt. Punny? Yes. Funny? Not unless you’re smoking something.
fork twenty, scramble eggs everyday — Denny’s (@DennysDiner) April 20, 2015
The restaurant chain’s Twitter account is apparently spending the day listening to its own Pandora station, featuring both established and budding artists.
— Applebee’s (@Applebees) April 20, 2015
Props to the publisher for a fun, non-pushy tweet that references one of Anna Faris’ best movies ever. But bonus points for the follow-up tweet that denied emphatically any reference to today’s date.
This just means that I’m looking for @annakfaris today, because I love her and would love to run into her. This isn’t a 4/20 Tweet.
— refinery29 (@Refinery29) April 20, 2015
Speaking on music, no brand is quite as synonymous with weed as Willie Nelson’s. To celebrate 4/20, Nelson released a new single: a duet with Merle Haggard called “It’s All Going to Pot.” He also created a weed-themed Spotify playlist including the new song, Bob Dylan’s “Rainy Day Women #12 & 35,” Cab Calloway’s “Reefer Man” and Peter Tosh’s “Legalize It.”
More in Marketing
TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.
‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices
While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.
After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.
Ad position: web_bfu