peace+ cbd
When you’re pain free, anxiety free, inflammation free, anything’s possible. You go through the world less bothered. You are tolerant. Patient. Kind. Forgiving. The impossible starts to become possible. Peace+ CBD is more than just the beginning of a better you, it’s a beginning of a better us. Because when you add it to life, the world can free itself from pain and fill itself with possibility.
BRAND PLATFORM:
ADD TO LIFE
phase 1
Phase One of this campaign is all about owning peace. Brand recognition on a larger scale is achieved by showcasing stunning photography that evokes a deep sense of peace… a moment of, “That’s where I want to be.” Literally ad figuratively right in the center of peace (plus). Big beautiful naturescapes with teeny tiny people make it easy to imagine that this could be you. And when you have an aspirational vision of yourself in your mind, it’s not easy to let it go. These ads are meant to be not only ownable to Peace+, but memorable to the viewer – enough so that you might just start to question what might happen if you add a little peace to your life.
phase 2
If Phase One is about owning peace, Phase Two is about selling peace. Here we take it down to the product level, and feature the product over vibrant, tasty step gradients, alluding to a sense of radiation. When you add Peace+ to your life, maybe you feel a little better on the inside, which in turn helps you be a little better on the outside. One step at a time.
out of home
peace + rush hour
Owning the hours of 7-9AM and 5-7PM with radio spots, billboards, and a Waze partnership to communicate the benefits of high-quality CBD and where to find Peace+ near you.
retail
peace + convenience
Window clings upon entrance welcome consumers to Peace+ even before they step into the store. Shelf talkers will help drive awareness and establish the brand within the c-store.
peace + sustenance
Cross-market hang tags reward the consumer with a coupon so they can try Peace+ with other brands, showing easy fun ways to add it to life on the daily.
peace + juice bar
Pop up juice bars in c-stores that offer free healthy smoothies made right on the spot, letting consumers add Peace+ CBD flavors to add more to their drink.
peace + you
This counter display invites consumers to fill out a questionnaire about their lifestyle, which prompts a product suggestion & a digital coupon to use right in store.
activations
peace + partnerships
Partnering with juice trucks that offer Peace+ infused drinks to drive product trial and awareness.
peace + your city
Creating city murals spreads a message of peace, and promotes positivity, wellness & a happier world as a whole.
peace + politics
Politics can be unhealthy. They bring stress, conflict and uneasiness. From sending peace and wellness packages to government officials, to sampling at protests & rallies – we can’t solve all the world’s problems, but we can add peace to them.
social
the peace + platform
A content series on IG, FB & iHeart radio highlights inspiring and uplifting stores of people spreading wellness, changing lives and doing their part to make the world a better place.
peace + sharing
Colors can heal, energize, inspire, relax. Peace+ branded filters spread peace on social, from everyday users to influencers alike.
peace + national parks
When you’re pain & inflammation free, dreams of adventure becomes reality. Greeting visitors at state parks with samples, water bottles, and a place to cool off & rest.
Team
art direction & design: lexi lanzi // copy: mark sandy // creative direction: todd thiry