The CBD Brand Taking Trade-Ins; Plastic Bag Bans Turned Branding Opportunity: Wednesday’s First Things First

Plus, 7 top takeaways from TCA

Brand representatives can educate consumers who aren't familiar with the CBD space. - Credit by Charlotte's Web
Headshot of Kathryn Lundstrom

Welcome to First Things First, Adweek’s new daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

This CBD Brand Pop-Up Wants Your Unwanted Products

With so many CBD-infused products on the market, first-time CBD users or curious onlookers might need a little help—and motivation—in choosing which brand to try.

Charlotte’s Web, a leader in the CBD space that sells hemp-based products, wants to educate consumers about how their CBD products are made by inviting them to trade in their own unwanted or questionable bottles from other brands.

The Colorado-based company opened the CBD Swap pop-up in Miami, a store that aims to promote Charlotte’s Web products and educate consumers about hemp farming and manufacturing. The pop-up is a physical extension of “Trust The Earth,” the brand’s first high-profile ad campaign that launched in fall 2019. The campaign is themed around the brand’s mission to promote hemp as a natural way of improving one’s quality of life.

Read more: The swap program runs now through Feb. 1, and is the first of its kind for a CBD company.

How Retailers Are Turning Plastic Bag Bans Into a Branding Opportunity

While Americans certainly love their conveniences, the tide has turned on disposable plastic bags. Laws have been passed to ban them in several states, with legislation pending in others. And while this may prove annoying to some customers, retailers across the country are seizing the opportunity to provide branded reusable bags to those customers. The bags serve more than just the practical purpose of subbing in for their disposable counterparts—they become small, portable billboards for the brand’s message, following consumers home and remaining useful over time. Retailers like Trader Joe’s, Target, Publix, The Container Store and more have capitalized on this opportunity by selling bags that remind consumers of their brand before they even leave for their next shopping trip.

Read more: “The reusability of a bag means the brand awareness is multiplied every time it is used,” said Robert Lockyer, founder and CEO of Delta Global, which creates packaging for upmarket brands.

The 7 Biggest Things We Learned About TV’s Future at TCA Winter Press Tour

After 13 days, the Television Critics Association’s winter press tour finished on Sunday with dozens of broadcast, cable and streaming outlets sharing their programming plans for the first half of 2020. The semiannual TCA press tour always offers an fascinating glimpse into the current state of the TV industry, as the influx of new streaming services (with even more on tap for this year) resulted in a record-breaking 532 scripted programs that aired in 2019.

Adweek’s TV and media editor, Jason Lynch, and our streaming editor, Kelsey Sutton, were both out in Pasadena, Calif., for the tour and compiled seven takeaways: broadcasters went big announcing several event shows; streamers insisted that the increasingly crowded market would definitely not be an issue; multiseason renewals multiplied; spinoff announcements took the place of revival announcements (for the most part); networks partnered up; 2020 will be the year of many finales; and an increasing number of cable networks are bailing on scripted shows.

Read more: The networks addressed some of the industry’s biggest questions going into press tour as they set their agendas for the coming year—and beyond.

Why This TBWA Creative Leader Wants to See More Focus on Older Industry Pros

A couple of months ago, Walter T. Geer III, svp and group creative director at TBWA\Worldhealth, took to LinkedIn for what one might consider an innocuous post on what he saw as an inordinate amount of time focused on ad professionals under 30 or 40. But the post caught fire: over 24,000 people liked the post, while almost 1,900 took the time to weigh in. Adweek’s Doug Zanger caught up with Geer to find out what he learned from posting a simple, yet provocative statement for all to see.

“As an industry, we have forgotten that fantastic talent over the age of 40 is abundant,” said Geer. “I work with some creatives at TBWA that are well into their 50s and 60s, and they are incredible. Our society puts such a significant emphasis on the success of young adults that many of us are hoodwinked into believing that they are advertising’s saviors.”

Read more: “Publications need to either open up these awards for every age group, or be inclusive of the age groups that are excluded,” said Geer.

Best of the Rest: Today’s Top News and Insights

Ad of the Day: Snickers, Budweiser, Pringles and Avocados From Mexico All Dropped Super Bowl Teasers Yesterday

The world is “out of sorts,” according to Snickers, and many of us would probably agree. But what can a candy brand do about that? Well, we’ll have to wait until next week to find out, but based on the three teasers released yesterday, it has something to do with digging a giant hole. Budweiser, on the other hand, is taking the sentimental route—its teaser features the actors that star in it responding to seeing the final spot for the first time. (THE SUSPENSE). Pringles worked with Adult Swim to create a Rick and Morty spot, so its teaser is filled with robots, Morty’s signature screech and Pringles’ “flavor stacking” thing. Avocados From Mexico’s teaser featured Molly Ringwald painstakingly placing a tiny tiara on an avocado as it sits in a hair and makeup chair and then saying to it, “they’re going to eat you up,” which feels a little ominous. (Stay on top of all the latest updates on Super Bowl advertising news with Adweek’s tracker.)


@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
Publish date: January 22, 2020 https://stage.adweek.com/brand-marketing/the-cbd-brand-taking-trade-ins-plastic-bag-bans-turned-branding-opportunity-wednesdays-first-things-first/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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