Before Mary Jane was given legal status in Canada, cannabis brand San Rafael ’71 concocted a beer that was sold under its name as a way to build pre-launch name recognition without repercussions. The brand’s parent co. Aurora partnered with Amsterdam Brewery to create the 4:20 Pale Ale and called the brand San Rafael ’71.
Grip Limited’s “Beer Today. Bong Tomorrow.” campaign – which won a Silver in Cannabis Strategy – said everything without saying anything. A radio spot was nothing more than thirty seconds of uncontrollable laughter, while billboards and wild postings reeked of pot overtones, including headlines like “4.20%,” “Grass Fed” and “Enjoy in a glass, bowl, etc.” San Rafael ’71 earned significant PR even though communications were heavily restricted at the time.