"We're the leading mocktail brand, in the sense of brands recreating popular cocktail flavors," says Recess CEO Ben Witte.

Brand director Jeany Mui on the "cultural trendspotting" that led to BIC's positioning its EZ Reach Lighters as "the perfect celebratory accessory" for 4/20.

Olipop partnered with a local artist on a mural representing the city through landmarks and its celebrated hot dogs to create a "crave-worthy art piece."

The effort attempts to broaden the 130-year-old company's appeal, as it also expands its reach with new products - including its first frozen food entry.