Cannabis Marketing in Hawaii

When it comes to cannabis marketing, you'd think the paradiscial scenery that's long made Hawaii both a top tourist destination and the subject of tropical kitsch would make cannabis publicists' jobs easy. Indeed, the rich culture of Hawaii but cannabis advertising rules do have an impact on how brands can extend a warm e komo mai to customers. Work within those restrictions, however, and the Aloha State offers endless opportunities for brand narratives that celebrate Hawaii's singular culture, history and populace.

Is Cannabis Legal in Hawaii?

Hawaii legalized medical cannabis in 2000, making it the first state to do so through state legislature and not through a ballot initiative. Recreational sales remain illegal, though possession of up to three grams has been decriminalized and the state Legislature is considering a bill that would open the door to an adult-use market, now with the support of the state’s attorney general. 

With only eight total operational medical dispensaries across four islands, the Hawaii cannabis market isn’t exactly booming, but it shows potential.

Initially, Hawaii's approach toward cannabis only allowed medical marijuana cardholders to grow their own plants or appoint a caretaker for cultivation. But with time, Hawaii saw the establishment of its Medical Marijuana Dispensary Program in 2015. This system requires eligible patients to undergo registration, verified by a licensed physician's endorsement, to use cannabis for medicinal purposes. The Department of Health issues the 329 Registration Card (named after the legislation that allowed for dispensaries) to these verified patients, ensuring that they can use medical marijuana within legal parameters. 

The first medical dispensary in Hawaii opened its doors in 2017.

The good news for medical patients visiting the Aloha State? Hawaii practices reciprocity, meaning you can use your valid medical card from any U.S. state to attain a temporary medical card for use during your stay.

Is it Legal to Market Cannabis in Hawaii?

Not really. State law prohibits advertising in “any media,” including radio, television, print publications, the internet and social media. The one exception is that dispensaries may operate websites that contain contact information, location and a list of available products. Ouch.

Additionally, there are strict rules limiting displays and verbiage. A medical dispensary can’t use the words “candy” or “candies,” for example, and it can’t display any marijuana products in windows or public view.

Dispensaries are limited to one exterior sign no larger than 1,600 square inches that may display only the company’s name — no illustrations or pictures are permitted. 

And the typical rules apply when it comes to making misleading health benefits.

How to Legally Market Cannabis Brands in Hawaii

Given the severe constraints on exterior signage and advertising, Hawaiian cannabis companies need to be creative and innovative. While traditional marketing channels are out, dispensaries and brands may be able to tap into digital mediums like personal blogs, newsletters and other owned content channels.

Given the tight-knit community spirit of Hawaii and its rich culture, brands can harness storytelling as a significant tool. Engaging narratives around the benefits of medical marijuana, patient testimonials and the journey of cannabis legalization in Hawaii could be effective marketing tools.

In fact, Hawaii’s history with cannabis is a storied one going back to at least the 19th century. Creating a narrative connecting that history with today’s medical use is a potentially compelling option.

Moreover, considering the stringent laws on external advertisements, the interior of the dispensaries can be optimized. Employing informative posters, interactive kiosks and educational materials can enhance customer experience while simultaneously providing B2C consumer education.

Dispensary Marketing in Hawaii

Given the minimal number of dispensaries allowed in Hawaii, competition is fierce. Each dispensary needs to carve its niche and establish its brand identity, all while adhering to the state's marketing laws. 

Community events focusing on the benefits of medical cannabis, workshops and patient outreach programs can be potential strategies. April, similar to many other states, could emerge as a focal month for promotions, considering the global cannabis holiday of 4/20.

Cannabis Brand Marketing in Hawaii

How do Hawaiian cannabis brands distinguish themselves amidst such competition and regulations? Hawaii's rich tapestry of cultures, landscapes and traditions offers a unique branding opportunity. Brands could incorporate traditional Hawaiian motifs, stories and names in their products, emphasizing their local origin.

For instance, a brand could introduce strains like "Aloha Breeze" or "Pacific Calm." Another might partner with local artists to create packaging that tells a story or supports community art programs. There’s a vast world of opportunities to intertwine the Hawaiian spirit with the world of medical cannabis, providing a holistic and unique experience to users.

By focusing on Hawaii's essence, brands can foster a sense of belonging among locals while also appealing to the vast number of tourists visiting the state. Through strategic and compliant marketing, the future looks green for cannabis in Hawaii! 

Top 10 Cannabis Brands in Hawaii

With only eight dispensaries legally permitted to operate in the state, there are limited options. Here they are: