With so many CBD-infused products on the market, first-time CBD users or curious onlookers might need a little help in choosing which brand to try. Even post-purchase, users might not feel totally comfortable that what they’ve bought is working, or even safe. Charlotte’s Web, a leader in the CBD space that sells hemp-based products, wants to help by inviting consumers to trade in their own unwanted or questionable bottles from other brands, while learning more about CBD and their products are made.
The Colorado-based company opened the CBD Swap pop-up in Miami. The swap program, which runs now through Feb. 1, is the first of its kind for a CBD company. Consumers who trade in their bottles will receive a free bottle of the brand’s original oil tincture.
According to a report from Brightfield Group, a consumer insights and market research group for the CBD and cannabis industries, there are more than 3,500 different CBD brands operating in the space—so it makes sense that consumers might be confused or overwhelmed.
Because of strict regulations, most traditional marketing channels like social media aren’t yet available to CBD companies–another reason for exploring the pop-up model. The space will also host events, with special activations around the Super Bowl.
In its first five days, the pop-up garnered more than 20 million earned media impressions in local press outlets, according to the brand.
Why It’s Hot
This pop-up model is a great way to pull in skeptical or misinformed consumers and be able to dispel some of the myths around CBD in an engaging manner.