Bernstein-Rein is tapping a select group of industry luminaries to help amplify the news of the agency's partnership with new client Bluebird Botanicals, a top CBD brand.
Cindy Gallop, AdColor founder Tiffany Warren, DDB's Wendy Clark, IBM's Joanna Pena-Bickley, StrawberryFrog's Scott Goodson, and 3% Conference's Kat Gordon are among the 100 industry executives receiving special notices and a little bit of swag to boot.
The two companies are sending a surprise delivery of “It’s Only Advertising”, a limited-edition CBD oil, to the selected advertising and marketing leaders across the industry. The message is designed to remind Adland to calibrate work-life balance. The package combines Bluebird’s product with a reminder of the importance of self-care.
“We know we sometimes take this business—and ourselves—too seriously,” says Dawn Ridge, senior vice prsident, group account director, Bernstein-Rein. “It’s a fact. So, we saw our new relationship with Bluebird as the perfect opportunity to encourage everyone to listen more closely to their bodies and make time for self-care — and remember, It’s Only Advertising.”
The promotional stunt isn’t just a one-off—it signals a positioning shift for the brand, which, working with B-R will craft future messaging designed to reflect its commitment to encourage consumers to make self-care a priority.