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 Bimble identified a chance to promote its’ treatment in a bottle’ messaging.
Mental Health Awareness Month might have ended a couple of days earlier, but could there perhaps be a better time to extend it?
Recognizing that June is off to an emotionally rattling start as U.S. police clash with protesters across the country, a startup called Bimble, that makes gleaming CBD-infused beverages, is using to cover to$200in treatment expenses for a few of its clients.
” During a year with a pandemic, the worst joblessness numbers in a century and riots in the streets of every major city, it would seem that just one month dedicated to mental health awareness wasn’t enough,” said Ari Halper, founder of Sauce Idea Lab, the consultancy behind the project. “It only makes sense for Bimble and treatment to sign up with forces throughout one of the most stressful times in modern-day history.”
Bimble, which bills itself as “therapy in a bottle” and sells at specialty retailers and direct to consumers, will run the stunt through June 9. The brand has actually pledged to offer $200 for counseling to the first 5 consumers each day who buy a case of its item.
Purchasers who use the code “treatment” on the brand’s site concur, via conditions, to earmark the cash for mental health costs. A case of Bimble expenses about $75, putting it at the high-end of the classification, though reviews note that it loads a larger CBD punch than some of its competitors.
The stunt marks the first significant marketing project for the young brand name, established in 2019 by a previous Wall Street trader turned beekeeper and CBD enthusiast.
Halper, who introduced Sauce this spring after leaving his task as imaginative partner at FCB The United States and Canada, stated Bimble targets those looking “to recover from the stress factors of a toxic world.”
Riding the CBD growth wave
The beverage, which straddles a line in between a flavored soda and sparkling water, has actually gone into an already jam-packed market crowded with established brands including Recess, Kickback, Sprig and Canna Nano. The CBD classification, including kombuchas, coffees, energy drinks, teas and waters has actually exploded in recent years, as kept in mind in a current feature by HealthMJ, however with consumer cravings high, it still has room to grow.
While riding that wave, Bimble has also used the spiritless mixed drink 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 gained in appeal in restaurants, bars and store shops, especially among millennials and Gen Z.
However quarantine has actually triggered in a spike in alcohol sales which, Halper said, “features a lot of repercussions that can be practically as hazardous as the stress factors you are attempting to get away.”
That’s where he believes Bimble can be available in. The hemp-based soda, like others in the space, promises a chill outcome without alcohol’s aftereffects.
” When you need to really work the next day,” Halper stated, “it’s great to have a method to decompress in a much healthier, more responsible method.”