Medterra: "Cafe Karen"

Humanaut has created its first creative campaign for CBD brand Medterra. The digital campaign, “the CBDo’s and CBDon’ts of CBD,” launched May 10, and features videos, a Website, and social media.

The campaign sets about busting the myths, folklore, and generally bad advice proliferating about CBD and aims to establish Medterra as the trusted source on the topic in a prime place where rumors get spread. It consists of seven videos (1 :60 second, 3 :30 second, and 3 :15 second ads) along with designs for social and programmatic displays.

“The CBDo’s and CBDon’ts campaign is an educationally fun series to help consumers better understand the benefits of CBD and to dispel any ongoing questions around CBD use like, ‘How can I verify that my product contains the amount of CBD it claims?’ ‘Will CBD get me high?’ and ‘How do I use CBD?’” said Marne Velasquez, Chief Brand Officer of Medterra.

For Humanaut, the creative challenge was figuring out a way to demonstrate Medterra’s expertise as the most-trusted CBD company without getting bogged down in complicated details and boring disclaimers. CBD is a crowded, confusing category wrapped in a market that is even more dense and perplexing. Not only is it difficult to explain what exactly CBD is, it’s also marketed as a remedy or treatment for almost any health issue with very little substantiation or quality control.

Medterra needed creativity that would build top-of-funnel awareness for the brand to position it as the trustworthy, go-to CBD product. Humanaut’s objective is to cement the brand’s position with retailers as category captain by showing that it is taking a leadership position—not only promoting the brand, but also educating within the CBD category—and building equity with consumers as a trusted resource.

Medterra is fighting an uphill battle: Regulatory restrictions prevent the company from explaining how CBD works or touting its efficacy as a pain reliever. Therefore, it is difficult to differentiate products from those offered by sketchy players offering vague claims to skeptical consumers. The educational approach is meant to help combat that.

“In the end, we want consumers to understand that in choosing Medterra, they are selecting products they can trust and that work,” Velasquez said.