When beverage brand Recess launched in 2018, it rolled out with a single product: a line of hemp-infused sparkling waters. And while the Recess marketing team spent a lot of time and energy bringing the world of Recess to life on digital channels such as Instagram and at pop-up events in its native New York City, the brand didn’t have as much marketing freedom as some other sparkling beverage brands because of restrictions against CBD products.
“We weren’t able to sell our original CBD line on Amazon or in national retailers,” Recess founder and CEO Ben Witte said on the latest edition of Ad Age’s Marketer’s Brief podcast. The brand was also limited in terms of the platforms it could run paid ads on.
So Witte expanded the company. In April 2021, Recess rolled out a new line of drinks and powders called Recess Mood, which are infused with magnesium and adaptogens, such as L-theanine and lemon balm. Then in March of this year, the team added yet another product line with Recess Zero Proof Craft Mocktails.