Yes” data-auth=”” data-authors=”tl-stanley” data-bitlyurl=”https://adweek.it/2XOGJWg” data-categories=”cannabis-marketing, challenger-brands” data-company=”” data-date=”2020-06-02 03: 20″ data-excerpt=”Bimble wants to continue the vibe of Mental Health Awareness Month into a stressful June.” data-featured=”cannabis-marketing” data-id=”1162295″ data-outstream=”no” data-popup=”” data-tags=”[“cannabis-marketing”,”challenger-brands”,”creativity”]” data-title=”This CBD-Infused Soda Is Offering to Buy $200 Worth of Therapy for Some Customers” data-url=”https://www.adweek.com/creativity/this-cbd-infused-soda-is-offering-to-buy-200-worth-of-therapy-for-some-customers/” data-zone=”creativity” id=”post-1162295″ itemscope=”” itemtype=”http://schema.org/Article”>
Bimble wants to continue the vibe of Mental Health Awareness Month into a difficult June
CBD soda brand name Bimble found an opportunity to promote its’ therapy in a bottle’ messaging.
Mental Health Awareness Month may have ended a couple of days back, but could there possibly be a much better time to extend it?
Acknowledging that June is off to an emotionally rattling start as U.S. cops clash with protesters nationwide, a startup called Bimble, which makes gleaming CBD-infused drinks, is offering to cover up to$200in therapy costs for a few of its consumers.
” During a year with a pandemic, the worst unemployment numbers in a century and riots in the streets of every major city, it would seem that only one month committed to mental health awareness wasn’t enough,” said Ari Halper, founder of Sauce Concept Laboratory, the consultancy behind the job. “It only makes good sense for Bimble and treatment to sign up with forces during one of the most stressful times in contemporary history.”
Bimble, which expenses itself as “therapy in a bottle” and costs specialized merchants and direct to consumers, will run the stunt through June 9. The brand has pledged to offer $200 for counseling to the very first 5 consumers each day who purchase a case of its product.
Buyers who use the code “treatment” on the brand name’s website agree, via terms and conditions, to earmark the money for psychological health expenses. A case of Bimble costs about $75, putting it at the high end of the classification, though evaluations keep in mind that it loads a bigger CBD punch than a few of its rivals.
The stunt marks the first major marketing project for the young brand name, established in 2019 by a previous Wall Street trader turned beekeeper and CBD lover.
Halper, who introduced Sauce this spring after leaving his job as creative partner at FCB North America, said Bimble targets those looking “to recover from the stressors of a hazardous world.”
Riding the CBD growth wave
The drink, which straddles a line between a flavored soda and sparkling water, has gone into an already packed market crowded with recognized brands consisting of Recess, Kickback, Sprig and Canna Nano. The CBD classification, including kombuchas, coffees, energy beverages, teas and waters has exploded over the last few years, as noted in a recent feature by HealthMJ, however with customer appetite high, it still has room to grow.
While riding that wave, Bimble has also used the spiritless cocktail pattern that had been acquiring momentum, pre-lockdown, in both the U.S. and the U.K. Brands like Kin, Seedlip and Curious Elixirs have acquired in popularity in restaurants, bars and boutique shops, specifically amongst millennials and Gen Z.
But quarantine has actually triggered in a spike in alcohol sales which, Halper said, “includes a great deal of consequences that can be nearly as hazardous as the stressors you are attempting to get away.”
That’s where he believes Bimble can be found in. The hemp-based soda, like others in the area, guarantees a chill result without alcohol’s effects.
” When you need to actually function the next day,” Halper said, “it’s nice to have a method to decompress in a healthier, more responsible way.”