During this year’s Super Bowl, startup CBD maker Kadenwood drew some unusual—but valuable—attention when popular media personality Pat McAfee began rubbing one of its cream-based products on his face during his YouTube show.
The episode emanated from the Super Bowl week’s “radio row” and involved Kadenwood influencer and ex-NFL star Carson Palmer pitching the pain-relief Level Select product. McAfee first used it on his arms, but when he put it on his face, he was visibly uncomfortable. “Don’t put it on your face,” he urged viewers, barely able to move his face.
But while it might have made him frown, the incident put smiles on the face of executives at four-year-old Kadenwood, as it drew millions of YouTube views.
Kadenwood co-founder and CEO Erick Dickens shared the video this week during a presentation at the National Advertising Association’s Masters of Marketing conference as an example of how the brand is breaking through despite regulatory restrictions on CBD marketing.
“This has not been an easy journey,” he said. But “frankly, we're very happy with the success that we've had.”