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Corporate America embraces 420 as pot legalization growsMarijuana users have for decades celebrated their love of the drug on April 20, but the once counterculture celebration that was all about getting stoned now is so mainstream Corporate America is starting to embrace it. 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.U.S. retail sales of cannabis products jumped to $10.5 billion last year, a threefold increase from 2017, according to data from Arcview Group, a cannabis investment and market research firm.Ben & Jerry's was one of the earliest big brands to foster a connection with the marijuana culture through marketing. Those in the marijuana marketplace also were ramping up advertising around 420 . Much of the marketing about cannabis or related products took the form of online ads, emails, text messages and social media. Verano Holdings, whose businesses include cannabis shops, sponsors street festivals in Chicago and Tulsa, Oklahoma, where attendees can learn about marijuana products, listen to music and grab a bite.
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