Cannabis Marketing Strategies in the United States: A Descriptive Analysis of Four Prominent Companies

Abstract

Background:

Given the substantial expansion of the US cannabis market and the impact of cannabis advertising exposure on use, cannabis marketing surveillance is needed to inform regulations and protect consumers.

Methods:

Using 2020–2021 Vivvix advertising data from 4 US cannabis companies (Cresco, Mindy’s, MedMen, and Uncle Ike’s), we examined (1) general advertising characteristics (eg, number of unique ads and ad occurrences, ad expenditures, market, and media channel); and (2) ad content (ie, headlines and imagery) and placement (ie, source themes, eg, specific websites and magazines), overall and by company.

Results:

There were 399 unique ads and 1171 occurrences, totaling $488,617 in expenditures. Cresco and Uncle Ike’s accounted for most unique ads (~45% each); Cresco represented the majority of ad occurrences (52.4%) and expenditures (63.4%). Most ads were disseminated via online displays (occurrences = 69.2%; expenditures = 45.8%). The primary source for ad dissemination was news/weather (occurrences = 36.3%; expenditures = 40.2%). Ad headlines most frequently emphasized product type (occurrences = 40.1%; expenditures = 37.0%). Visual strategies to attract attention included gifs (occurrences = 63.6%; expenditures = 71.1%). Companies differed in their marketing strategies (ie, volume, markets, channels, and content).

Conclusions:

Findings underscore the need to restrict cannabis marketing, for example, restricting ad content and marketing channels. This may reduce exposure to cannabis marketing, which is associated with cannabis perceptions and use.