145 Years Later, Zig-Zag Gets Loud About Weed With Times Square Takeover

Zig-Zag just stepped out of the smoke and into the spotlight.

On Sunday, the 145-year-old rolling paper brand took over New York’s Times Square for what many in the industry are calling a defining moment. As presenting sponsor of Cannabis Now's third annual 4/20 Countdown, Zig-Zag dropped the tobacco legacy and went full cannabis—activating billboards, launching a new product line and lighting up the crowd at Charlie Fox, one of New York's most luxurious dispensaries.

The countdown was hosted by hip-hop legend Fab 5 Freddy, who stood under the digital glow of One Times Square and puffed with fans as the clock struck 4:20.

“This felt like Zig-Zag’s formal coming-out party as its first time fully embracing cannabis,” said Eugenio Garcia, founder of Cannabis NOW. “It's a natural evolution of the brand—a reflection of the times. This is the kind of moment that shapes mainstream acceptance—and shows just how far the industry has come.”

Owned by Turning Point Brands, Inc. TPB, Zig-Zag has long been a cultural icon—name-dropped in hip-hop, immortalized on the cover of “The Chronic” and synonymous with rolling up. But this year's 4/20 event marked the brand's first formal activation as a cannabis player—not just in spirit, but in product and positioning.

“As a 145-year-old brand with a rich legacy, Zig-Zag was proud to lead from the front this 4/20 in NYC—celebrating the culture and amplifying the voices shaping the future of one of the world's largest and most exciting cannabis markets,” Scott Grossman, vice president of corporate development at Zig-Zag, told Benzinga.

As part of the celebration, Zig-Zag debuted Organic Hemp Cones, a plant-based, non-GMO pre-roll line tailored to today's cannabis consumer. The cones were handed out at the event and are now available through select retailers and distributors.

Inside Charlie Fox, attendees explored “Zig-Zag Through the Years,” an immersive brand exhibit showcasing vintage packaging, rare collaborations and cultural artifacts that trace Zig-Zag's evolution—from its French invention to a global symbol.

“The community that showed up was electric,” Garcia said. “We've done this three years now, but to have Zig-Zag partner at this level—and to launch a cannabis product in Times Square—is a clear sign: this culture is no longer on the margins.”

For a legacy brand with a billion-dollar parent company, this isn't just marketing—it's strategic market entry. And they picked the most visible real estate in America to do it.

Photos courtesy of Cannabis NOW