Corporate America Gears Up for ‘Weed Day’ Celebrations on April 20

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.

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. [Read more at TIME]