4/20 Roundup: How Brands Are Marking Marijuana's Increasingly Mainstream Holiday

From safe rides with Lyft to trippy tips for pot(ting soil)

The origin story has gone from urban legend to the Oxford dictionary: A group of high school stoners in Northern California in the ’70s birthed the concept of 4/20, and their friendship with the Grateful Dead helped turn an afternoon burnout activity into a legitimate (though illicit at the time) movement.

As the COVID-19 situation evolves around the world, the Adweek team continues to monitor developments closely while following advice from relevant public health officials. Our thoughts are with all those affected. As things stand, and with all the information we have been presented with to date, our intention is to proceed as normal with our event schedule. Should you have any particular questions please reach out to us.  We continue to work closely with our customers, our sponsors and the broader industry to ensure we hold safe and successful events.