Well Made

112 Branding a Feeling with Benjamin Witte, Founder and CEO of Recess

Episode Summary

Benjamin Witte isn't branding CBD; he's branding the clear calm it gives you. Hear the strategies for marketing, hiring, and growth that are expanding the world of this fruity, fizzy CBD drink.

Episode Notes

In many ways, the cannabis industry still feels like a grey area. That's why Recess founder Benjamin Witte didn't set out to build a brand on top of an ingredient — he wanted to build a brand on top of a feeling.

The creative community has adopted the fruit-infused CBD drink with open arms, which is very much by design. The pastel gradients, neon signs, and ephemeral imagery are all meant to evoke that easy sense of creative calm.

Lately, Benjamin has spent most of his time pushing for the FDA to issue final regulations for CBD. With clear regulations, his team has plans to expand way beyond fizzy drinks. In this episode, Benjamin shares how he hired writers to build a story driven marketing team, how he's generating the most impressions for the least amount of money, and what new products Recess has in the works.