WHAT? CBD brand Charlotte’s Web has launched a CBD Swap Shop as part of its pop-up in Miami, U.S., which aims to educate consumers on hemp farming and manufacturing, according to a report by Adweek.
DETAILS The pioneering campaign will allow consumers to visit the store and trade in unwanted CBD bottles from other brands, where staff will then educate on how Charlotte’s Web products are made, how CBD is beneficial for wellness, and promote hemp as a way to improve the quality of life.
Running until the 1st February, the scheme is a physical extension of the brand’s Trust The Earth campaign that ran in the fall of 2019.
The space will run as a regular store following the end of the Swap Shop scheme, and will sell Charlotte’s Web products until its closure on 31st March.
WHY? Reed Damon, Vice President of Marketing, Charlotte’s Web, stated that the swap shop was a way for the brand to tackle competition in the growing market.
He stated, “The explosion of CBD competitors brings along a wide gamut of quality and consumer confusion. A lot of people were probably gifted CBD over the holidays. We want to give consumers the opportunity to learn about what makes high-quality hemp extract and the ability to turn what they were gifted into a Charlotte’s Web product.”