Ben, Jerry and the munchies

This tweet appeared not long after the announcement that the state of Colorado in the US had decriminalised marijuana.

Topical marketing at its best and the sort of thing I hope we're going to see more and more of in social media this year.

What's also nice about this campaign is it actually went live.

Why?

Because many brands would be too risk averse to align their product with the consumption of something that is generally illegal to consume.

And for that they ought to be congratulated.