The Founder of Recess Isn’t Just Selling Another CBD Beverage. He’s ‘Designing Feelings’

And why Ben Witte used PR over influencers at launch

Headshot of Chris Ariens

Even before Ben Witte concocted the beverage Recess, he created the brand for the CBD-infused drink. In fact, Witte did more than a few things outside his comfort zone, having never worked in the CPG business. “I didn’t know a single person who worked in beverage or CPG,” he tells Ian Wishingrad in this week’s episode of I’m With the Brand.

“Everything we do is about marketing a feeling,” says Witte about building the Recess brand.

But sales count. And the beverage aisle is chock full of myriad mixtures, which is why Witte advises no one should get into the business if they’re “just trying to create the 150th kombucha.”

Watch below for more on why Recess chose PR over influencers at launch, where Witte wants the brand to go, and what keeps him up at night. (Spoiler: It’s all those regulations.)

Editor: Breana Mallamaci

@ChrisAriens chris.ariens@adweek.com Chris Ariens is the managing editor and director of video at Adweek.
Publish date: August 4, 2020 https://dev.adweek.com/retail/cbd-drink-recess-founder-designing-feelings/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT