In celebration of 4/20, a widely celebrated cannabis day, Carl’s Jr sold CBD infused burgers at one location in Denver, Colorado. The burger was offered for one day only and appropriately named the “Rocky Mountain High: Cheeseburger Delight”. While this may look like a limited publicity stunt, there are serious talks in making this product permanent in various locations.
The historical Cannabis’ stigma seems to be fading in certain demographics and states, and while it may not be entirely socially acceptable right now, Carl’s Jr, saw an opportunity to test out this edgy product in an area they knew would be most susceptible. While CBD does not have the same “stoner” effects as THC, they were able to still attract cannabis enthusiasts. Jack in the box has a base of cannabis users, that we indirectly communicate with, in contrast to Carl’s Jr who are openly and authentically speaking to this audience. There’s still an early opportunity for us to really own this space, one that we’ve already created an association within if we are willing to be more daring in our direct communication.
Jack's Snack Bites 