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.

No, Hallmark doesn't yet have a card to mark "420." But many other businesses inside 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 on a single ride in Colorado and in select cities in the U.S. and Canada. Carl's Jr. is using a Denver restaurant to market a hamburger infused with CBD, a non-intoxicating molecule found in cannabis that many believe is beneficial to their health.

FILE - In this Friday, March 22, 2019 file photo, a participant takes a very smoky puff from a marijuana cigarette during at meet and greet at "Tommy Chong's Live, Love, and Smoke Tour hosted by GreenTours in the Woodland Hills section of Los Angeles. U.S. retail sales of cannabis products jumped to $10.5 billion last year, a threefold increase from 2017, according to data from Arcview Group, a cannabis investment and market research firm. The figures do not include retail sales of hemp-derived CBD products. (AP PhotoRichard Vogel, File)

On 420 last year, Totino's, a maker of frozen pizza snacks, tweeted an image 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 cannabis kind of get that contact high. In other words, they're just considered to be cooler by association," said Kit Yarrow, consumer psychologist at Golden Gate University. "As pot becomes more legal, more discussed, more interesting to people, more widely used, then 420 becomes more mainstream as well."

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.

FILE - In this Saturday, April 21, 2018 file photo a bud tender offers attendees the latest products of cannabis at the High Times 420 SoCal Cannabis Cup in San Bernardino, Calif. 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. (AP PhotoRichard Vogel, File)

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

U.S. retail sales of cannabis products jumped to $10.5 billion last year, a threefold increase from 2017, according to data from Arcview Group, a cannabis investment and market research firm. The figures do not include retail sales of hemp-derived CBD products.

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

FILE - In this Jan. 26, 2019 file photo models wearing wedding dresses get ready smoke marijuana during the Cannabis Wedding Expo in Los Angeles. U.S. retail sales of cannabis products jumped to $10.5 billion last year, a threefold increase from 2017, according to data from Arcview Group, a cannabis investment and market research firm. The figures do not include retail sales of hemp-derived CBD products. (AP PhotoRichard Vogel, File)

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

"We have a lot of fun, never being overt, but really playing into the moment of 420," said Jay Curley, the company's global head of integrated marketing.

Last year, Ben & Jerry's also turned more serious, asking consumers to call on lawmakers to expunge prior marijuana convictions and press for pardons or amnesty for anyone arrested for smoking pot. This year the company is using the holiday to call for criminal justice reform.

FILE - In this April 21, 2018, file photo a bud tender displays a jar of cannabis at the High Times 420 SoCal Cannabis Cup in San Bernardino, Calif. 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. (AP PhotoRichard Vogel, File)

"We're actually using this as an opportunity not to tell a stoner joke like we have in the past, but to raise what we see as a much more serious issue around justice," Curley said.

Those in the marijuana marketplace also are ramping up advertising around 420. Much of the marketing about cannabis or related products takes the form of online ads, emails, text messages and social media. Shops typically offer discounts. Some host parties with food and entertainment. The larger 420 events can draw thousands of people.

Verano Holdings, whose businesses include cannabis shops, sponsors street festivals in Chicago and Tulsa, Oklahoma, where attendees can learn about marijuana products, listen to music and grab a bite. The company expects this Saturday's festival in Chicago, going on its third year, will draw more than 4,000 people. Last year, it drew 1,500, said Tim Tennant, Verano's chief marketing officer.

FILE - In this April 20, 2018 file photo an attendee hoists a flag during the Mile High 420 Festival in Denver. 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. (AP PhotoDavid Zalubowski, File)

In San Francisco's Golden Gate Park, Hippie Hill will again be the site of a 420 celebration. Last year, more than 15,000 attended the event, which has transformed from a small informal gathering into a full-blown festival of corporate sponsors and commercial booths selling smoking devices, T-shirts and food.

Roger Volodarsky, whose Los Angeles-based Puffco makes portable vaporizers, has celebrated 420 since he was a teenager. Back then, he said, "420 was the day that you splurged on yourself and got high in interesting ways. It was the day that you made a gravity bong and coughed your brains out."

Volodarksy likes that some Main Street brands are getting into the industry and the holiday.

"What's important to me about these ad campaigns is they're speaking to people who aren't users and they're normalizing the space to people who aren't users," he said.

Even as popularity grows, some companies will stay away from 420 as a marketing tool, said Allen Adamson, co-founder of Metaforce, a marketing consulting company.

"If you're talking about a big brand that needs to appeal to everybody and is very risk-averse, then probably not," he said. "I don't think you'll see large financial institutions doing it."

Follow AP's marijuana coverage: https://apnews.com/Marijuana

KYIV, Ukraine (AP) — A Ukrainian court on Friday ordered the detention of the country’s farm minister in the latest high-profile corruption investigation, while Kyiv security officials assessed how they can recover lost battlefield momentum in the war against Russia.

Ukraine’s High Anti-Corruption Court ruled that Agriculture Minister Oleksandr Solskyi should be held in custody for 60 days, but he was released after paying bail of 75 million hryvnias ($1.77 million), a statement said.

Ukraine’s National Anti-Corruption Bureau suspects Solskyi headed an organized crime group that between 2017 and 2021 unlawfully obtained land worth 291 million hryvnias ($6.85 million) and attempted to obtain other land worth 190 million hryvnias ($4.47 million).

Ukraine is trying to root out corruption that has long dogged the country. A dragnet over the past two years has seen Ukraine’s defense minister, top prosecutor, intelligence chief and other senior officials lose their jobs.

That has caused embarrassment and unease as Ukraine receives tens of billions of dollars in foreign aid to help fight Russia’s army, and the European Union and NATO have demanded widespread anti-graft measures before Kyiv can realize its ambition of joining the blocs.

In Ukraine's capital, doctors and ambulance crews evacuated patients from a children’s hospital on Friday after a video circulated online saying Russia planned to attack it.

Parents hefting bags of clothes, toys and food carried toddlers and led young children from the Kyiv City Children’s Hospital No. 1 on the outskirts of the city. Medics helped them into a fleet of waiting ambulances to be transported to other facilities.

In the video, a security official from Russian ally Belarus alleged that military personnel were based in the hospital. Kyiv city authorities said that the claim was “a lie and provocation.”

Kyiv Mayor Vitali Klitschko said that civic authorities were awaiting an assessment from security services before deciding when it was safe to reopen the hospital.

“We cannot risk the lives of our children,” he said.

Meanwhile, Ukrainian President Volodymyr Zelenskyy was due to hold online talks Friday with the Ukraine Defense Contact Group, which has been the key international organization coordinating the delivery of weapons and other aid to Ukraine.

Zelenskyy said late Thursday that the meeting would discuss how to turn around Ukraine’s fortunes on the battlefield. The Kremlin’s forces have gained an edge over Kyiv’s army in recent months as Ukraine grappled with a shortage of ammunition and troops.

Russia, despite sustaining high losses, has been taking control of small settlements as part of its effort to drive deeper into eastern Ukraine after capturing the city of Avdiivka in February, the U.K. defense ministry said Friday.

It’s been slow going for the Kremlin’s troops in eastern Ukraine and is likely to stay that way, according to the Institute for the Study of War. However, the key hilltop town of Chasiv Yar is vulnerable to the Russian onslaught, which is using glide bombs — powerful Soviet-era weapons that were originally unguided but have been retrofitted with a navigational targeting system — that obliterate targets.

“Russian forces do pose a credible threat of seizing Chasiv Yar, although they may not be able to do so rapidly,” the Washington-based think tank said late Thursday.

It added that Russian commanders are likely seeking to advance as much as possible before the arrival in the coming weeks and months of new U.S. military aid, which was held up for six months by political differences in Congress.

While that U.S. help wasn’t forthcoming, Ukraine’s European partners didn’t pick up the slack, according to German’s Kiel Institute for the World Economy, which tracks Ukraine support.

“The European aid in recent months is nowhere near enough to fill the gap left by the lack of U.S. assistance, particularly in the area of ammunition and artillery shells,” it said in a report Thursday.

Ukraine is making a broad effort to take back the initiative in the war after more than two years of fighting. It plans to manufacture more of its own weapons in the future, and is clamping down on young people avoiding conscription, though it will take time to process and train any new recruits.

Jill Lawless contributed to this report.

Follow AP’s coverage of the war in Ukraine at https://apnews.com/hub/russia-ukraine

Ukrainian young acting student Gleb Batonskiy plays piano in a public park in Kyiv, Ukraine, Thursday, April 25, 2024. (AP Photo/Francisco Seco)