The promo intends to “continue the conversation around cannabis normalization” and support “the increased interest around cannabis as it continues to be integrated into consumers’ daily lifestyles,” according to Kristi Palmer, Kiva’s co-founder. She noted that even the cannacurious can imbibe by taking “their first dip into cannabis, one fry at a time.”
High fashion
Pax, best known for its premium vapes, dives into sneakerhead culture via a partnership with designer Stan Birch for custom-created Nike Dunk Low kicks with a cannabis twist.
The weed brand, which is expanding its product line in New York, will unveil the limited-edition footwear at Let There Be Light, a 4/20 fashion show at the just-opened experiential hub called the House of Cannabis in SoHo.
Consumers can only get the product, with the Pax logo in 22-karat gold leaf and a pot leaf motif on the toe, through an Instagram giveaway.
Pax worked with Birch—whose resume includes projects for the NBA, Levi’s and Lacoste—as the latest in a long line of creative crossovers. According to Lauryn Livengood, senior director of brand marketing: “Pax supports artists because artists have always supported us.”
‘Where’s the kief?’
Liberally defined, an homage can still qualify as a collaboration of sorts, and Edie Parker returns to Madison Avenue for its 2023 campaign to celebrate 4/20. (The iconic Virginia Slims ad series inspired last year’s work.)
This go around has drag queen Gottmik spoofing the “Got Milk?” print images, influencer StoneyMama putting a new spin on Wendy’s “Where’s the Beef?” tagline and social media star Justine Mae Bitcoin reshooting the infamous and orgasmic Herbal Essence “Yes! Yes! Yes!” commercials.
“There’s something very familiar about vintage ads—there’s a sense of nostalgia, they’re provocative, yet there’s nothing intimidating or scary about them,” Heyman told Adweek. “It’s a wonderful cheeky arena to play in.”