Newsletter 27: The Relaxed Way to Boost Conversionđź’¸
HEY CONVERSION QUEENS 💸👑
This week, we’re uncovering the refreshing growth journey of Recess, the beverage brand that turned relaxation into a lifestyle. By mastering brand storytelling, innovating their product lineup, and strategically reaching consumers online and in-store, Recess carved out a unique space in the wellness market. They didn’t just sell drinks—they created a moment of calm that resonates deeply with their audience. Let’s jump in and take a recess into some real brand-building brilliance!
SIS, LET’S CATCH A CASE
THE RELAXED WAY TO BOOST CONVERSION
Ben Witte, a tech-world veteran with a keen creative side, founded Recess in 2018 after identifying the rising need for mental wellness solutions in response to societal stress. Recess initially launched with CBD-infused relaxation drinks, envisioning a brand centered around aiding relaxation in healthier ways than alcohol or pharmaceuticals. Recess’s core audience is wellness-conscious consumers looking for stress relief and relaxation without the side effects of traditional options. To capture this audience, Recess employs omnichannel marketing, selling through major retailers and a strong e-commerce presence, where it dominates Amazon’s alcohol-alternative category. Additionally, Recess leverages product innovation with offerings like Recess Mood (magnesium-infused drinks) and non-alcoholic mocktails, which cater to diverse relaxation needs and expand its market reach.
Through relatable branding centered on “Take a Recess,” Recess effectively stands out in the saturated beverage market, positioning itself as a versatile brand that caters to modern wellness needs, allowing it to sustain growth and consumer loyalty.
POSITION YOUR BRAND TO WIN
1. 💸👑 Leverage Storytelling for Emotional Connection: Recess crafted a brand identity centered around relaxation and mental wellness. The brand’s tagline, “Take a Recess,” encourages consumers to view their products as a solution to daily stressors. This positioning helped differentiate Recess from typical beverage brands, appealing to consumers looking for an escape from their busy lifestyles.
2. 💸👑 Innovate with Product Line Expansion: Recess didn’t limit itself to just CBD-infused drinks. The brand expanded its product line to include beverages with magnesium and non-alcoholic mocktails to meet different relaxation needs. This innovation allowed them to tap into new markets, broadening their customer base beyond CBD enthusiasts to include those seeking alcohol alternatives and wellness-focused drinks.
3. 💸👑 Leverage Omnichannel Sales: Recess adopted an omnichannel approach to increase its reach. By partnering with major retailers for in-store visibility and building a strong e-commerce presence (including a successful listing on Amazon), they were able to meet consumers wherever they preferred to shop. This balance between digital and physical channels helped them capture a diverse audience.
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1. 💸👑 ZenBusiness is awarding over 40 grants of $5,000 each to small business customers this year. Eligible businesses must have used ZenBusiness formation services within the last 3 to 6 months and be based in the U.S. Grantees will also receive access to select ZenBusiness products and services to support their growth. Apply here!
2. 💸👑The Awesome Foundation offers $1,000 micro-grants to individuals and groups worldwide, supporting projects that promote "awesomeness" in various fields such as arts, technology, and community development. These grants are provided with no strings attached, allowing recipients full creative freedom. Applications are accepted monthly through their website. Apply here!
3. 💸👑 Skip Monthly Grant offers monthly grants for U.S.-based small business owners and entrepreneurs; grants are typically set at $1,000, though the exact amount varies by Skip’s monthly YouTube revenue. To be considered, you must have a Skip account and add the monthly grant to your Funding Assistant, as well as be subscribed to Skip’s YouTube channel. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
