In July, California enacted bills that eliminated access to full spectrum hemp products, so Charlotte’s Web jumped into action to get its consumers the non-intoxicating therapeutic hemp products they’ve come to rely on. “We thought to ourselves, ‘Well, if we can’t sell it online or in retail, we’ll sell it across the border,’” says Mindy Garrison, chief commercial officer at Charlotte’s Web.
The Colorado-based botanical wellness company launched a seven-city mobile tour, Route CBD, that traveled around Nevada and California from Aug. 10 to Sept. 11. While the truck was stocked with hemp products for consumers to legally purchase, it also focused on advocacy, inviting attendees to share their stories and write letters to their legislators and California Governor Gavin Newsom. The tour generated more than 9,000 emails.
Awareness, advocacy and access were the three pillars behind the tour, which was a first for Charlotte’s Web. The truck became a kind of content studio for the brand, with the team capturing video of attendees to amplify on social media.
“We are giving them that platform,” Garrison says. “We set out from the very beginning with the idea that Route CBD needed to feel like a refuge, like a destination, somewhere where you’re welcome, you can receive education, be a part of a community and not feel ostracized.”
One of the most impactful stories came from the first family who showed up at the Las Vegas stop, driving three hours from San Bernardino, CA, to get product for their daughter. Charlotte’s Web plans to compile the video footage from users like the Morales family gathered at Route CBD into a short documentary to share with federal regulators.
To cover as much ground as possible, Charlotte’s Web moved the truck to different locations in each city once or twice a day and posted about the stops on its socials and website. The team also distributed informational flyers about its initiatives to curious passersby. “Our driver and tour manager even gave out his personal cell phone number, so we could make it as accessible as possible,” Garrison says, adding that the only thing she’d change is starting the planning a little earlier. Agency: Moment.
Related:
