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Lord Jones is taking its advertising to television and streaming services, representing a significant development for the CBD industry. Cannaray ambassador and leader of the CBD Revolution, Claudia Winkleman, reveals her must-have CBD oils and capsules, plus tips on how to use them.

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Luxury CBD brand Lord Jones is taking its advertising to television and streaming services, representing a significant development for the CBD industry.

The new campaign, which is the brand’s first TV and streaming launch, is called “A Higher Order.” The brand debuted two ads on Monday across over-the-top streaming platforms and channels including E!, VH1, CNN and HGTV. The video ads and their static image counterparts (which will be shared across social media) are meant to immerse viewers in the experience of using CBD products. One of the commercials is titled “Bathe in Relaxation” and features an Egyptian queen who fakes her own death to enjoy the experience of a Lord Jones CBD bath. The TV spots coincide with the launch of the brand’s new Bump & Smooth CBD Body Serum, but other products like its body lotion, gummies and face oil are also advertised. The brand declined to state its investment or campaign budget, but previous Glossy reporting found that linear TV ads begin at $250,000 and are an upfront cost, while OTT ads require a smaller budget and the cost is broken down monthly.

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“Until now, we have never had the opportunity to showcase the heart and soul of the brand as widely as we’re able to do today,” said Summer Frein, gm of Lord Jones and Happy Dance. “The campaign is intended to expand awareness of the brand, but it’s also a moment for the CBD industry. [We can bring attention to] the category and elevate the CBD industry, while differentiating ourselves from anyone else in this space.”

Though CBD advertising can now make its way onto a television or steaming device near you because of the 2018 Farm Bill, the particulars of how and what the CBD industry can advertises are still murky. The legal risks that a broadcaster of CBD ads incur depend on a variety of factors like the nature of the product itself, the claims a product makes and the regulatory viewpoint of the state in which the ad is shown in. In a 2019 statement, the FDA clarified its position on CBD and said its “biggest concern” was the marketing of CBD products that made “unsubstantiated therapeutic claims to prevent, diagnose, treat or cure serious illnesses, but have not received regulatory approvals.” Small CBD brands like cbdMD and pet-focused Paw CBD previously advertised via national broadcast channels. But digital advertising constraints still remain on platforms like Facebook and Google, which caused significant hurdles for CBD brands when retailers closed during the second quarter of 2020.

“While public opinion – and in some instances, even state law – has shifted on all things cannabis, [television] still isn’t there yet,” said Ali Haeri, vp of marketing at advertising agency Steelhouse. “We see a ton of interest from brands looking to run connected TV campaigns for a wide variety of CBD products, but the pushback we’re seeing is from the large publishers or TV networks. They’re just not ready to allow that type of advertising to sit alongside their content.”

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Aside from OTT and linear ads, Lord Jones is also advertising on an OOH billboard in Chicago. In addition, the company relaunched its e-commerce website on Monday, embedding the campaign’s aesthetic elements. The new website also allows Lord Jones to livestream virtual sound bath sessions. Frein declined to share Lord Jones’ sales or growth.

In Oct. 2020, the brand co-launched a sub-brand called Happy Dance with actress Kristen Bell, which launched in Ulta in March. In 2019, cannabinoid company Cronos Group acquired Lord Jones for $300 million– $225 million in cash, and the remainder in stock. The roughly equated to 75- to 150-times Lord Jones’ 2018 revenue, according to Barron’s.

Frein said that the campaign’s success will be evaluated on several factors, such as what campaign elements resonate with consumers, in what markets it performs well, and how the brand can modify the marketing mix based on this information. Frein described the current marketing mix as “dipping a toe” into broadcast and OOH advertising.

“We’ve had to chart our own path. Our mission for the brand has been to normalize and de-stigmatize the plant,” said Frein. “CBD [advertising] will continue to grow and you’ll continue to see people [and broadcasters] getting more comfortable.”

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Claudia Winkleman Reveals Her CBD Picks

Have you heard? We’re starting a CBD revolution at Cannaray, with a mission to show the world just how quick, easy and effective this clever compound can be. And, helping us lead the charge is our new ambassador, Claudia Winkleman, who’s so excited about heading up a revolution, she insisted on posing with a flag. And a horse.

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Like us, Claudia is a self-proclaimed Cannaray CBD superfan. She hails our ‘little magic capsules’ for supporting her through lockdown, and is partial to a bedtime pipette of our pepperminty Night Time CBD oil.

So, who better for us to join forces with as we enter a new era here at Cannaray?

Claudia’s in – now it’s your turn. Join the CBD Revolution.

Claudia’s CBD Story

Claudia’s CBD journey began in lockdown. Her cousin sent her a bottle of our Bright Days CBD Oil Drops which we saw her talking about on Instagram, and the rest, as they say, is history. Before long, Claudia and our team were plotting a CBD revolution.

“I’ve always wanted to lead a revolution and am delighted to be partnering with Cannaray CBD to lead the UK’s CBD revolution. I’ve become obsessed with CBD this year. I use the CBD oils and capsules – I am officially in love with them.”

Shop Claudia’s CBD Favourites

Not sure where to start with CBD? We sat down with Claudia to get the scoop on her all-time favourite CBD products.

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