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Corporate America embraces 420 as pot legalization grows

Roger Volodarsky, whose Los Angeles-based Puffco makes portable vaporizers, has celebrated 420 since he was a teenager. Back then, he said, “420 was the day that you splurged on yourself and got high in interesting ways. It was the day that you made a gravity bong and coughed your brains out.” Volodarksy likes that some Main Street brands are getting into the industry and the holiday. “What’s important to me about these ad campaigns is they’re speaking to people who aren’t users and they’re normalizing the space to people who aren’t users,” he said. Even as popularity grows, some companies will stay away from 420 as a marketing tool, said Allen Adamson, co-founder of Metaforce, a marketing consulting company. “If you’re talking about a big brand that needs to appeal to everybody and is very risk-averse, then probably not,” he said. “I don’t think you’ll see large financial institutions doing it.”