Brands roll with stoner 'holiday' as pot legalization grows

FILE - This March 22, 2019 file photo shows a bud on a marijuana plant at Compassionate Care Foundation's medical marijuana dispensary in Egg Harbor T

FILE - This March 22, 2019 file photo shows a bud on a marijuana plant at Compassionate Care Foundation's medical marijuana dispensary in Egg Harbor T

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

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

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

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

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.

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.

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. B

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. B

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 t

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 t

LOS ANGELES (AP) — 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.

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.

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.

Allen Adamson, co-founder of marketing consulting company Metaforce, says big brands that need to appeal to a wide audience are unlikely to embrace "420" marketing.

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