Inside Corporate America's Supreme Merch Obsession
In May 2020, confronting a raging pandemic, fierce competition from a slew of new entrants in the alternative-beverage category, and a limited marketing budget to support the launch of three new drink flavors, Ben Witte, CEO and founder of Recess, a maker of CBD-infused sparkling water, did what the head of any up-and-coming direct-to-consumer brand might: He dropped a merch line. Featuring a “last two brain cells” hoodie ($65), a “cool your horses” T-shirt ($35), an orange “on recess” beanie, and a pair of $18 “around the block” socks (“for going nowhere in particular”), ...
Source: medium.com