FRESH Communications | Agency Profile, Contacts, AOR, Client Relationships

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Millennial, Gen-X Opps: Medterra partners with CVS, rolls out digital, in-store campaign (Score 60)

growing CBD industry, so we'll likely see CVS advertise the products with new marketing initiatives.

However, I would focus primarily on Medterra since it is running a new campaign to promote the new partnership, "marking the first time the company has used ads to drive consumers anywhere besides its own e-Commerce website," according to Adweek.

The campaign will see Medterra's topical cooling cream placed on end caps in the front of the stores. With the help of mobile ad platform Cluep, it will geotarget anyone within three miles of a CVS who may be interested in a coupon. It will also retarget consumers near CVS locations who have expressed interest in CBD products on social media.

Sellers should reach out for last-minute dollars tied to this campaign. Then, reach out for dollars tied to a May push. A major grocery chain will start carrying one of its edible CBD products then and we'll likely see a campaign similar to this one.

CBD brands can't yet legally advertise nationally, so look for more local (see the areas mentioned above) and digital dollars. Medterra hasn't yet established a top spending period, but its target demographic seems to consist highly of millennials and Gen-X. 

Within the past 12 months, Adbeat reports that Medterra has spent $520,500 on digital display placed primarily through Outbrain (90%) onto site destinations such as cnn.com, thehill.com, rollingstone.com, swingbyswing.com and dailycaller.com. Spend over the prior 12-month period only totaled $9,500, so expect spend to continue rising.

Agency & martech readers - Medterra is currently #447 on the FRESH Communications as media and influencer relations AOR. Since that time, the company has made several marketing-related hires that further raise the chances of additional agency shifts: marketing and events director Kylie Maraj (February) and content and social director Nicolas Evennou (December). Thus, reach out for potential PR, digital and/or creative work.