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4/20 isn't just a 'stoner' holiday. It's an opportunity for activism.

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At my college, 4/20 was marijuana Christmas. Every year at that time, people would go outside, put on their worst possible pants, turn up the jam band radio stations (String Cheese Incident, baby!!!), and smoke up.

As much as I loved seeing my fellow classmates roll down grassy hills, the 4/20 of 2019 has become more than a traditional stoner's holiday. It's also an incredible opportunity to advocate on behalf of legal marijuana, whether for medical or recreational purposes.

Want proof? Just browse through some of the material under the #Happy420 Twitter hashtag.

With multiple Democratic presidential candidates now pushing for the full or partial legalization of marijuana, 2019 has already been a banner year for the legal weed movement. Read more...

More about Marijuana, Culture, Marijuana Legalization, Social Good, and Web Culture
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They need enough novelty to drum up excitement in the press—in other words, they need someone like Martha Stewart. “We didn’t expect the amount of traction that that announcement generated,” Sinclair recalled. “It was as much press and as much reach and as many stories as we generated on the day that cannabis got legalized in Canada, and we were the business that made the first legal sale ever.”The power of celebrities like Stewart isn’t just in their counterintuitive willingness to be associated with weed, but in their position within commerce in general. Stewart “can make one phone call and get a meeting with any major American retailer,” Sinclair said. 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But it might not make a big difference in companies’ long-term success, says Dina Mayzlin, a marketing professor at the University of Southern California Marshall School of Business. “There’s a big debate about the extent to which any advertising is effective, but at the end of the day, it’s usually more about the product, or the logistics of how you sell,” she says. “I don’t think celebrity endorsements are that powerful.”Mayzlin points to the beginning of internet commerce as a lesson on how a new market goes from a Wild West with many competitors and little name recognition to an intensely consolidated industry. Amazon didn’t come to dominate American retail with slick ads alone. It performed its function with the most ruthless efficiency, which is what shoppers wanted.Still, Mayzlin sees one distinct upside to cannabis’s celebrity strategy: access to massive social-media followings. “In the past, you had to pay the celebrity, but then you also paid for media, like a TV ad,” she says. “Here, you already have the media.” That’s doubly important for cannabis brands, which can’t advertise themselves like a new type of soda can.Even Canopy readily admits that working with celebrities is quite different from developing, advertising, and selling products on its own. 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