Fernway: Branded Content Analysis
Fernway is a Massachusetts based cannabis company that has gained strong traction in the state's growing legal recreational marijuana market. Known for their high quality vape cartridges and pre rolled joints, the brand has steadily built recognition in New England since 2018, when dispensaries first opened in Massachusetts. As cannabis becomes increasingly normalized and popular, Fernway is well positioned to grow its presence as a brand and attract a new lot of customers in an emerging market.
Fernway’s primary target audience should be millennials and Gen Z consumers in New England. From a regulatory standpoint, their marketing must be targeting those 21 or older, but it is important to recognize two things: Social media content can reach broader audiences without the company being at any fault, and the law in Massachusetts that allows individuals aged 18 or older to have a legal medical marijuana card, meaning most of Gen Z can still technically be targeted. Market data shows that almost 63% of dispensary purchases are millennials or Gen Z, including both recreational and medical. These younger demographics are more open to cannabis consumption and have been a main driver of the industy’s growth over the past years since 2018. In contrast, Gen X and Baby Boomers maintain a strong stigma against marijuana use which simply comes from their culture during the time they were raised. Attitudes are gradually shifting, but it’s a better market investment to look at Gen Z and Millennials as they will produce greater returns due to this nature.
Fernway’s product portfolio includes vape cartridges, pre rolled joints, and cannabis flower. While many consumers prefer traditional flower, vape cartridges have become the company’s most profitable category due to their convenience, ease of use, and accessibility anywhere you bring it. Fernway produces one of the best selling cannabis vape products in Massachusetts and is quickly expanding in New England. A major differentiator for Fernway is the quality and design of their products. The cartridges are made with high quality material and are recyclable, which addresses concerns that Millennials and Gen Z have with environmental consequences of products they use. Their pre-rolled joints stand out as well, and this is because of their filters and tips. Instead of the traditional paper ones, Fernway uses recyclable metal tips, which are smoother, improve airflow, do not get stuck, and address environmental issues. Additonally, Fernway is fun, and they offer seasonal limited flavors, for example their 2024 fall Pumpkin Spice strain.
From a brand positioning standpoint, Fernway markets cannabis as a product that enhances everyday experiences, similar to how alcohol brands position their beverages in social settings. However, cannabis offers additional lifestyle benefits that resonate with many consumers. These include improved sleep, anxiety reduction, relief from chronic pain, and mood support. By moving their brand toward these benefits, they can differentiate from cheap cannabis products ever farther whiel normalizing ethical cannabis consumption at the same time.
Key Narratives:
A consumer that struggled with anxiety was able to comfortably socialize with friends after using a cannabis product
A consumer who previously had difficulty sleeping now sleeps healthier with more routine after discovering a cannabis product
A hard-working professional who uses cannabis to unwind after a stressful week of work
These narratives are real human problems and solutions people can relate to while moving away from the old narratives and stereotypes of cannabis users being lazy and unintelligent. Fernway should also move toward sustainability, because their products are already there and this messaging is very effective with both cannabis users and Gen Z/Millennials.
Strategic Objective:
The overall goal should be to continue reducing the stigma surrounding cannabis use while positioning Fernway as a trusted, premium brand. By sharing authentic customer stories and emphasizing the benefits it can do for your mental health, Fernway has a shot at changing minds. For example, research suggets that nearly half of Gen Z report difficulty sleeping during the workweek. Content that highlights real consumers improving their sleep through responsible cannabis use can help others who relate recognize their own challenges and begin exploring solutions. This type of storytelling initiates the consumer decision making process, encouraging audiences to move from problem recognition to information search and eventually product consideration.