Recreational use of marijuana is now legal in Colorado and Washington state. People can possess up to an ounce of marijuana and smoke it on private property without fear of legal punishment. Tobacco companies predicted this moment would come and have been preparing for liberalized marijuana laws since the last cultural shift occurred around pot in the 1970s.
Notes from a 1976 “Problem Laboratory” (brainstorming) session of Lorillard Tobacco Company’s advertising employees in April 1976 mention marijuana. Members of the group were encouraged to present their goals and wishes in the form of “How To” and “I wish” statements. Participants were instructed to come up all kinds of ideas, even ones that were illegal, immoral or non-feasible (all of which makes this document particularly fascinating and insightful). With all need to appear decent and moral removed, these employees were able to express their most sincere and ambitious wishes and desires for their products:
In Session #1 participants were asked to identify ways to give smokers more perceived value in their cigarettes. Ideas expressed by the group included Idea #38: “How to have a cigarette with MJ [marijuana] added to it.” While we’re there, other entertaining items include Idea #50: “How to make it so addictive: one cigarette and you’ve got him for life,” and (#51), “How to have a cigarette specifically for children (sparkler additive candy).” Even more: “How to have an aphrodisiac [in cigarettes],” “How to make cigarettes more like Linus’ blanket,” and “How [to use cigarettes to] deliver birth control (for men).”