This Drink Comes With $200 for Therapy

With the tension level in America well into the red, it's no surprise that more people are turning to CBD-infused (and higher-octane cannabis-infused) beverages.

And one of the brands pioneering this space hopes to keep the mental health conversation going far beyond closing a sale.

Bimble, a CBD-infused soda, is offering $200 for therapy to the first five customers each day who order a case of the beverage. It's a bit of an honor system, with the brand asking the buyers to pledge to use the money for mental health.

It's no coincidence that the therapy offer is coming at a time of intensely frayed nerves.

“During a year with a pandemic, the worst unemployment numbers in a century and riots in the streets of every major city, it would seem that only one month dedicated to mental health awareness wasn’t enough,” Sauce Idea Lab founder Ari Halper tells my colleague T.L. Stanley today. Halper's consultancy was behind the project for Bimble.

Will other brands follow suit and be more proactive about how they acknowledge America's mental state and the personal toll it's taking on millions?

I'm reminded of a piece we published this weekend for Adweek Pro members about how major brands can try to win back audiences who've dabbled with challenger brands in quarantine. A big part of the challenge for leading brands is that these savvy startups have shown they can be nimble and tremendously innovative when it comes to delivery—and Bimble's therapy offer is a perfect example.

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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