Monthly Extracts – July 2021

by Justyn Bostic
07.01.2021

Monthly Extracts Newsletter

 

Edition 15 – July 2021
How To Build CBD Brand Obsession That Lasts
July 1, 2021 – 8 min read
 Author: Nicole Brown, Chief Innovation Officer

We all have brands we love. The products they offer solve our problems and elevate our experiences and lifestyle. Our favorite brand speaks to our aspirational identity. These brands support us in attaining our goals. We proudly extol their virtues to friends, family, and even total strangers.

What drives this kind of love? Is it unattainability? Guilty pleasures? Aesthetic perfection? When we’re obsessed with a brand, it’s usually because it speaks to us in a way no other brand does. Nuun, a collection of functional hydration beverages, commands this kind of obsession for a few key reasons:

  • Need-state specific products focused on outcomes such as immunity, energy, and sleep
  • Single-serve dose tablets, conveniently packaged for ease of use, especially on-the-go
  • Delightful, effervescent sensory experience, in a variety of delicious flavors
  • Product ritual with key occasions of use, including everyday wellness as well as pre and post exercise
  • An efficacious product that delivers on its brand promise of supporting hydration and delivering key health benefits 

Like Nuun, every brand needs to start thinking about curating “brand obsession” with consumers in their own unique way. 

We all have brands we love. The products they offer solve our problems and elevate our experiences and lifestyle. Our favorite brand speaks to our aspirational identity. These brands support us in attaining our goals. We proudly extol their virtues to friends, family, and even total strangers.

What drives this kind of love? Is it unattainability? Guilty pleasures? Aesthetic perfection? When we’re obsessed with a brand, it’s usually because it speaks to us in a way no other brand does. Nuun, a collection of functional hydration beverages, commands this kind of obsession for a few key reasons:

  • Need-state specific products focused on outcomes such as immunity, energy, and sleep
  • Single-serve dose tablets, conveniently packaged for ease of use, especially on-the-go
  • Delightful, effervescent sensory experience, in a variety of delicious flavors
  • Product ritual with key occasions of use, including everyday wellness as well as pre and post exercise
  • An efficacious product that delivers on its brand promise of supporting hydration and delivering key health benefits 

Like Nuun, every brand needs to start thinking about curating “brand obsession” with consumers in their own unique way. 

Breakthrough Brands & Products

Rae Wellness Pursuing Groundbreaking CBD Research In Support Of Women’s Wellness

The study on CBD and Women’s Health, in collaboration with Radicle Science, represents one of the first and largest longitudinal controlled studies specific to the effects of commercially available CBD products and also represents the first-ever study focused exclusively on cannabidiol’s potential to support the wellness of women, an often-underrepresented population in scientific research.

NFL Hall-of-Famer Terrell Davis hopes CBD replaces painkillers for NFL players, and his new business wants to help

Terrell Davis first tried CBD after a workout in 2017, and it liberated him from the painkiller habits he adopted during his NFL career. Now his goal is to help make it a regular part of NFL player recovery as the founder of his own CBD beverage, DEFY.

OEM Seeking To Reimagine What Wellness Looks Like

OEM, short for On Earth Momentarily, is a sleek wellness brand that launched this past month. Their products include CBD-fortified lip balm and muscle relieving cream, a salve for dry skin, a wellness beverage with CBD (meant to work like a healthier Gatorade) and, of course, a hand sanitizer.

CBDistillery™ Sets Aside Thousands Of Products To Advance The Efficacy of Hemp-Derived Wellness Products

 CBDistillery™ is working with Releaf App™, an application for individuals to track, learn from, and improve their use of cannabis and CBD, to learn about customers’ reported use and efficacy of CBDistillery™ products. CBDistillery™ will give thousands of CBD products, free of charge, to individuals who enroll in private studies, called “Pathfinder Missions™.

Organic Soft Drinks Market Trends Include CBD-Infusion as a Top Trend

The Business Research Company’s report titled Organic Soft Drinks Global Market Report 2021: COVID 19 Growth And Change to 2030 covers major organic soft drinks companies, organic soft drinks market share by company, organic soft drinks manufacturers, organic soft drinks market size, and organic soft drinks market forecasts. According to the report, Organic soft drinks manufacturers are increasingly offering cannabidiol and hemp-based organic soft drinks due to the rise in customer demand for these products.

Cannabinoid Research

CBD Pet Market

People with Fibromyalgia Substituting CBD For Opioids To Manage Pain

In the midst of an opioid epidemic, researchers at the University of Michigan surveyed people with fibromyalgia to see how CBD could be substituted for traditional opioids and pain medications.

Kevin Boehnke, Ph.D. said “I was not expecting that level of substitution,” as the study found that more than 70% of those surveyed who used CBD, did it as a substitution for these traditional methods of pain reduction.

CBD Pet Market

UC San Diego team sets out to study the effects of cannabis component CBD on severe autism in children

Researchers at UC San Diego are conducting a research study to look at the effects of CBD on severe autism in children.

The study’s principal investigator, Dr. Doris Trauner, says the goal of the research “is to determine whether CBD reduces the problem behaviors that we see in children with severe autism.” Targeting specifically self-injurious, persistent repetitive, and aggressive behaviors.

CBD Pet Market

Scientists Working on More Efficient Way to Deliver CBD

According to a study in mice, microcapsules containing cannabidiol can be combined with vesicles carrying a bile acid — an acid found in the gut — that boosts absorption. The combination was found to deliver CBD into the brain much more effectively than CBD capsules alone, or the therapy in liquid form.

These findings suggest that this new CBD delivery method could be used to treat multiple sclerosis (MS) and other neurological disorders such as Alzheimer’s disease, as well as traumatic brain injuries.

CBD Pet Market

NFL, NFLPA will provide funding for research into pain treatment, including medical marijuana

The NFL and the NFLPA is providing $1 million in funding for research into pain management and cannabinoids through its joint pain management committee. Up to five grants are expected to be awarded by Thanksgiving as the league seeks to know more about the efficacy of cannabis and CBD and their potential as alternatives to opioids.

Regulatory News & Updates

CBD Pet Market

Trademark Protection for CBD Supplements

There are over 2,000 pending federal trademark applications for supplements containing cannabidiol (“CBD”). According to the National Law Review, any trademark application for goods that are marketed as foods, dietary supplements, or nutritional supplements containing any amount of any chemical composition of CBD will likely be refused registration by the USPTO (for now). 

CBD Pet Market

French Court Overturns Ruling Saying Sale Of Cannabidiol Is Illegal

France’s highest appeals court on Wednesday overturned a ruling that stores in the country can’t legally sell cannabidiol.

Based on the free trade of goods within the European Union, the Cour de cassation ruled that judges could not find the sale of CBD in France illegal if it had been legally produced in a member state of the bloc.

CBD Pet Market

New Service Catalogs CBD Regulations In The 50 States

Two regulatory experts in the CBD industry have created an online tool to help companies in the industry understand the regulatory landscape for CBD in every state.

The online resource also provides appendices on testing and labeling to guide CBD product manufacturers in becoming and remaining compliant. Subscribers receive quarterly updates to ensure the information reflects the constantly changing regulations.

CBD Pet Market

Hemp Production in Pakistan: Legal Challenges vs Policy Initiative

Last year, the Federal government of Pakistan had approved the cultivation of Industrial Hemp for medicinal and scientific purposes. But despite the government’s policy initiative and permission Hemp production continues to face serious legal challenges. 

Got Innovation?

Got Innovation? If you see an interesting new brand, trend or other innovative idea, please feel free to share directly with us! All ideas are welcome!

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