We were asked by Silent Pool Distillers to drive awareness of its latest NPD: Colorado High CBD Gin. The gin placed a ‘psychedelic’ twist on the classic offering, yet the positioning needed to remain premium – with quality ingredients and provenance at its core.

The challenge for us was securing cut-through when the CBD media rush had passed….

Taking stock of the previous coverage for CBD products, we honed in on the potency of Silent Pool’s version. Taking upon ourselves to give media a crash course in CBD quality, we hammered home the point around ours being far superior (naturally). Handy comparisons with products people do know and understand worked a treat here.

We also breathed new life into the health benefits of CBD, whilst tapping into awareness days and gifting moments in the media agenda.

We secured nine pieces of coverage in consumer and trade titles – including independent.co.uk, just-drinks.com, whateveryourdose.com, thedrinksbusiness.com, and imbibe.com. The total reach exceeded 27 million, a natural high in itself, some might say (sorry…).