How Cannabis Brands Can Show Up on 4/20 (Without Feeling Gimmicky)

April 14, 2025

4/20 is the biggest day of the year for cannabis culture — but for brands, it can easily become a cliché if you’re not intentional. At Mary Jane Collective, we believe 4/20 isn’t just a marketing opportunity. It’s a moment to connect, create, and celebrate with purpose.

Here’s how your brand can show up in a way that feels strategic, soulful, and on-brand — not salesy.

Start With Your Audience

Who are you speaking to? Your 4/20 campaign should reflect what your community cares about.

• For connoisseurs → Highlight rare drops, collector packaging, or strain education

• For the culture → Celebrate the history, legacy, and impact of the plant

• For wellness seekers → Focus on rituals, rest, or plant medicine

Offer More Than a Discount

Yes, sales work. But everyone’s doing it. Want to stand out?

• Launch an exclusive product line for one day only

• Partner with other local brands for a collab sesh

• Bundle bestsellers with limited-edition merch

• Offer early access to loyal customers

Value > Volume. Give people a reason to engage, not just shop.

Tell a Story (Not Just a Sale)

4/20 has roots in activism, protest, and community. Honor that in your content.

• Share the history and origin story of 4/20

• Create content that inspires — not just sells

• Educate your audience on current policy reform

• Spotlight Black-owned or women-owned cannabis brands

This is your chance to show that your brand stands for something bigger.

Make It Visual, Make It Fun

People want to feel something. 4/20 campaigns should be high-vibe and high-design.

• Plan a uniquely 4/20 branded photoshoot

• Drop a cannabis culture lookbook or editorial

• Create a playlist or moodboard to set the vibes

• Design social content that’s too good not to repost

Final Thoughts

4/20 is a vibe — but it’s also a strategy. With the right mix of education, creativity, and cultural awareness, your brand can show up in a way that builds trust and drives results.

Need help building your campaign next year? Mary Jane Collective’s got you.