It is strange to see a special occasion being commercialised before your eyes but, thanks to 4/20, we have a living, breathing case study.
The date – aka 20 April – has been the stoner holiday (we assume committed weed enthusiasts book the day off) for decades. And, now that marijuana has become legal in some US states, brands are seemingly less sheepish about cashing in on the occasion. This year’s undisputed winner was Ben & Jerry’s, which released its new ice-cream burrito (called a Brrr-ito!) on 20 April and marketed it with a spoof of Ridley Scott’s "1984" Super Bowl ad for Apple. Surely a 4/20 greeting card from Hallmark can’t be far behind.