Colorado's legalization of recreational marijuana sales is too divisive to be a real-time marketing opportunity for most brands.
Unless, of course, your brand happens to be a hippie-tinged brand of Grade A munchies. Ben & Jerry's, the Unilever-owned ice cream brand, was one of the few —- perhaps the only — major brand to weigh in on the issue. The ice cream company did so with this apropos tweet on Thursday.
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BREAKING NEWS: We're hearing reports of stores selling out of Ben & Jerry's in Colorado. What's up with that? pic.twitter.com/zBs8nyxZWn
— Ben & Jerry's (@benandjerrys) January 2, 2014
Fans were quick to point out that Ben & Jerry's has quite a lot of flavors to salute the occasion:
@benandjerrys @ethanklapper what flavor?
CherryGarcia
PhishFood
Half Baked?
— nathan morgan (@NshBizMorgan) January 2, 2014
At this writing, the remark got more than 2,800 tweets and 1,700 favorites. One of their earlier, more generic tweets about New Year's Day received about 180 retweets and 300 favorites.
Colorado Amendment 64, which allows for commercial sales of marijuana to adults over 21, went into effect on Jan. 1. Marijuana shops in the state posted $1 million in sales on the first day, according to a report.
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