DTC POD - #339 - The Zen of Branding and Growth: How Recess Became the Chill Generation’s Go-To Beverage

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1️⃣ One Sentence Summary

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Recess's strategic brand growth through UGC, retail, and product expansion.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Benjamin Witte 00:02:18 00:02:22

"Building Brands in Social Media Era: How do you build a brand in a social media driven world from the earliest days."

Benjamin Witte 00:03:41 00:03:53

"Innovations in Relaxation Methods: 'And then shortly thereafter, kind of observed the rise of this kind of new class of functional ingredients such as CBD, adaptogenic herbs, magnesium, nootropics, even THC that people are increasingly using to relax.'"

Benjamin Witte 00:05:49 00:06:18

"Trends in Wellness and Moderation: And there was just, like, no question to me that, like, we, you know, we were like, the world was getting crazier. People was going to be prioritizing their mental wellness more and more. You know, people were going to. I thought I was, like, pretty early on to, like, alcohol moderation and kind of super curious movement becoming a thing. I thought that was going to, again, kind of just create a number of different shifts and kind of consumer preferences and lifestyles and kind of the types of products that they would want to consume."

Benjamin Witte 00:07:02 00:07:21

"Diving into the CPG Industry: I literally had not, I didn't even know a single person had ever worked in the CPG industry, and I had the idea."

"Startups in the Food and Beverage Industry: At the time, now CPG is like the hot space to go into, I think, for a lot of young entrepreneurs or one of the hot spaces."

"Launching a Digitally Native CPG Brand: Resource was really kind of one of the first true kind of digitally native CBG brands that focused on kind of targeting."

"Unique Strategies in Business Launch: We launched in New York City out of my apartment, and we did a lot of very unique things to put us on the map, whether, besides just the concept being a fundamentally new concept."

Benjamin Witte 00:12:50 00:12:56

"Product Expansion: We expanded, uh, with the launch of recessed mood and now mocktails. Our Subi line is like 5% of our sales now."

"Operating in a Constrained Market: We were effectively operating in a constrained, addressable market at that time."

Benjamin Witte 00:14:28 00:14:33

"Beverage Brands and Their Impact: You think about like Coca Cola and Red Bull and Monster and like alcohol brands, like there are some of the most well known brands on the planet. You think about where they allocate their marketing spend. That's to basically top a funnel brand marketing."

Benjamin Witte 00:16:02 00:16:12

"Social Media Influence: We got 100 shows a day on Instagram and TikTok. Each of those people have thousands of followers."

"Ecommerce Profits: But we basically always manage our e-comm business to be profitable."

"Brand Strategy: And you're generating that brand awareness in a way that's paying for itself or optimizing all of our brand marketing strategy in a way to generate earn media."

Benjamin Witte 00:23:50 00:24:06

"Adapting to Change in Business: So that was an example of a shift that's occurred and yeah, but now we have multiple product lines, we have a lot of skus, but we're able to do that as a result of this unique concentrate model."

"Efficient Supply Chain Management: And you know, now we have a couple different co packers in different parts of the country and um, yeah, pretty uh, you know, robust supply chains without."

Benjamin Witte 00:26:14 00:26:27

"The Future of Non-Alcoholic Cocktails: And one of the primary use cases for recess was always kind of as an alcohol alternative, primarily in kind of weeknight evening relaxation, more as like a replace me for evening glass of wine."

Benjamin Witte 00:26:52 00:27:08

"Benefits of Brand Awareness: The benefits of brand awareness which is like when we, the mock tier line is almost as big as the recessed mood line now, in like one year, like, it took like resell smooth, like three, you know, you know, it basically took the mock tail on like one year to get to as big as, you know, recess mood took three years or something like that."

🔑 7 Key Themes

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1. Recess's launch and initial funding 2. Generating brand buzz through organic content 3. Growth strategy: NYC focus, then national 4. Aligning investments with market conditions 5. Balancing e-commerce and retail channels 6. Expansion to platform brand beyond CBD 7. Non-alcoholic trend and product line extension

💬 Keywords

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1. Benjamin Witte 2. Recess 3. CBD beverages 4. Stress relief supplements 5. Startup funding 6. Brand marketing 7. User-generated content 8. Instagram marketing 9. TikTok marketing 10. New York City launch 11. National expansion 12. Cash flow management 13. E-commerce profitability 14. Retail partnerships 15. Earned media 16. Mocktails 17. Non-alcoholic drinks 18. Platform brand strategy 19. Product line expansion 20. Stick packs 21. Powdered tubs 22. Amazon sales 23. DTC founders community 24. HubSpot sales hub 25. Silicon Valley background 26. Retargeting ads 27. Mental wellness trends 28. Digitally native CPG 29. Supply chain optimization 30. Executive team building

Interview Breakdown

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Today, Benjamin Witte, founder and CEO of Recess, joins the show to discuss the zen of branding and growth that turned his beverage company into a go-to for the chill generation. He shares insights from the early days of launching Recess to the company's current success and future plans. In this episode, you'll learn: - How Witte invested $200K to launch Recess, which quickly gained buzz and user-generated content on social media - The importance of focusing on brand building in a target market before expanding nationally - Witte's philosophy of driving impactful brand impressions efficiently, especially in the beverage category - The company's balanced e-commerce and retail model, and the role of earned media in their marketing strategy - Plans for scaling product lines, reaching more retailers, and future brand initiatives to grow Recess

DTC Pod Linkedin

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@Benjamin Witte invested $200K to launch @Recess, a beverage brand that quickly gained traction through organic buzz and user-generated content on Instagram and TikTok. Benjamin joins @blaine on this week's episode of DTC Pod to discuss how Recess became the go-to drink for the chill generation by focusing on building the brand in New York City before expanding nationally. We explore the company's 50/50 e-commerce and retail model, the importance of cash flow management, and Benjamin's philosophy of driving impactful brand impressions for the least amount of money. Benjamin also shares insights on the stress-relieving supplement market, the positioning of Recess, and plans for scaling product lines and future brand marketing initiatives. Full episode here: [Spotify Link] #dtcpod #entrepreneurship #marketingstrategy #brandgrowth #socialmediamarketing #retailstrategy #beveragestartups

📚 Timestamped overview

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00:00 Startup experience led to founding mental wellness company.

06:18 Started beverage company against industry expectations, innovatively.

08:26 $200K investment led to successful product launch.

12:43 Aggressive expansion led to market constraint, cash flow.

14:20 Beverages: a powerful force in brand marketing.

20:46 DTC Pod joins HubSpot podcast network.

23:12 Shifted to concentrate model, improved supply chain.

26:28 Extend brand for social occasions, leverage platform strategy.

29:51 Non-alcoholic options need to feel like alcohol.

33:13 Launching a brand with a broader mission.

35:56 Show support, rate, review, follow, subscribe, visit.

💼 LinkedIN - 6 Reasons Post

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**Earned media and user-generated content are the SECRET WEAPONS for rapidly scaling DTC brands.** Here are the top 6 reasons why leveraging earned media and UGC is crucial for the growth of direct-to-consumer businesses: 1. Authentic word-of-mouth drives trust and credibility. When real customers share their positive experiences with your brand, it carries far more weight than any paid advertisement. Recess's early success was fueled by the organic buzz and user-generated content on Instagram and TikTok, which helped establish trust and credibility with potential customers. 2. Earned media amplifies your brand message without added costs. By focusing on creating a unique and shareable brand experience, Recess generated significant earned media coverage that expanded their reach without relying on paid marketing. This allowed them to efficiently drive impactful brand impressions and accelerate growth. 3. UGC provides social proof and encourages community engagement. User-generated content not only serves as powerful social proof but also fosters a sense of community around your brand. Recess's UGC strategy on social media platforms helped create a loyal and engaged customer base that actively promoted the brand to their networks. 4. Organic content aligns with the authenticity-seeking mindset of modern consumers. In an era where consumers are increasingly skeptical of traditional advertising, earned media and UGC offer a genuine and relatable way to connect with your target audience. Recess's focus on organic content resonated with the authenticity-seeking mindset of their core demographic. 5. Earned media and UGC support a lean and agile marketing approach. By leveraging earned media and UGC, DTC brands can achieve significant growth without heavy reliance on paid marketing, allowing for a leaner and more agile approach. Recess's success in their first 18 months without paid marketing demonstrates the power of this strategy. 6. A strong earned media and UGC foundation facilitates the success of future product launches. When a brand has established a strong presence through earned media and UGC, it creates a halo effect that benefits future product introductions. Recess's successful launch of their mocktail line was accelerated by the brand awareness generated from their Mood line, showcasing the advantages of a platform strategy built on organic buzz. TL;DR: - Authentic word-of-mouth drives trust and credibility - Earned media amplifies your brand message without added costs - UGC provides social proof and encourages community engagement - Organic content aligns with the authenticity-seeking mindset of modern consumers - Earned media and UGC support a lean and agile marketing approach - A strong earned media and UGC foundation facilitates the success of future product launches

❇️ Key topics and bullets

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Here is a comprehensive sequence of topics covered in the episode, with sub-topics: 1. Launch and Initial Funding of Recess - Benjamin Witte's investment of $200,000 to launch the brand - Immediate market fit and organic buzz on social media - Focus on building the brand in New York City for the first year 2. Early Marketing and Brand Building Strategies - PR efforts and user-generated content (UGC) driving initial success - No paid marketing for the first 18 months - Driving impactful brand impressions efficiently in NYC corner stores and bodegas - Unique illustrated content strategy on Instagram generating earned media 3. Business Model and Growth Strategy - 50% e-commerce and 50% retail model - Managing e-commerce profitability and generating earned media - Expanding to national retail accounts like Albertsons and Target - Transitioning supply chain to a concentrate model for multiple product lines 4. Positioning in the Stress-Relieving Supplement Market - Recess as a platform brand for relaxation and mental wellness - Predicting trends and segmenting markets with non-alcoholic mocktails - Benefits of brand awareness from Recess Mood line accelerating mocktail line growth 5. Product Line Expansion and Future Plans - Expansion driven by vision of Recess as a platform brand, not a pivot - Cautious approach to implementing a platform strategy - Stick packs and powdered tubs accounting for 15% of sales - Plans for scaling product lines, reaching more retailers, and future brand marketing 6. Witte's Background and Recess's Origin - Experience in Silicon Valley and pioneering retargeting ads - Identifying the rise of stress and anxiety as an opportunity - Unconventional choice to start a beverage company as a digitally native CPG brand 7. Key Hires and Operational Growth - Growing to 40 team members over five years - Hiring an experienced COO and building out the executive and field sales teams - Appointing a chief supply chain officer to oversee supply chain improvements 8. Podcast and Community Information - DTC Pod launching a Slack community for DTC founders and operators - Invitation to support the show and access resources on dtcpod.com - Benjamin Witte's contact information on social media

🎬 Reel script

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Hey there, it's your host Blaine Bolus from the DTC POD. In today's episode, I sat down with Benjamin Witte, the founder and CEO of Recess, the go-to beverage brand for the chill generation. Benjamin shared his incredible journey of launching Recess with just $200,000, focusing on building the brand in New York City before going national. He revealed how organic buzz and user-generated content on social media played a crucial role in the brand's success, without relying on paid marketing for the first 18 months. We also discussed the importance of aligning investments with market conditions, managing cash flow, and driving impactful brand impressions efficiently. Benjamin shared insights on their current 50/50 e-commerce and retail model, as well as their plans for scaling product lines and future brand marketing initiatives. If you're a DTC founder or operator looking to connect with like-minded individuals, don't forget to join our exclusive Slack community. Visit dtcpod.com for more information and resources to help you grow your business. Until next time, keep thriving in the world of DTC!

✏️ Custom Newsletter

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Subject: New Episode Alert! The Zen of Branding and Growth with Recess Founder Benjamin Witte Hey there, podcast fans! We've got a fresh episode of the DTC POD hot off the press, and trust us, you don't want to miss this one! In episode #339, host Blaine Bolus sits down with Benjamin Witte, the mastermind behind Recess, the go-to beverage for the chill generation. In this episode, you'll learn five key takeaways: 1. How Recess created a buzz-worthy brand with just $200K in initial investment 2. The power of organic user-generated content (UGC) in driving brand awareness 3. Balancing e-commerce and retail strategies for optimal growth 4. Navigating the stress-relieving supplement market with a unique brand positioning 5. Implementing a platform strategy to introduce new product lines and expand reach Fun Fact: Did you know that Recess's early success was fueled by a quirky Instagram strategy featuring illustrated content? This creative approach helped the brand gain hundreds of shares and tons of earned media! As always, Blaine wraps up the episode with an invitation to join the DTC POD community and access exclusive resources at dtcpod.com. And don't forget, we're launching a Slack community just for DTC founders and operators – get on the waitlist now to secure your spot! So, what are you waiting for? Grab your favorite beverage (maybe a Recess?), kick back, and tune in to episode #339 of the DTC POD. You won't regret it! Happy listening, The DTC POD Team P.S. Don't forget to hit that subscribe button and leave us a review – your support means the world to us!

🐦 Business Lesson Tweet Thread

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Turning $200K into a nationally recognized beverage brand in under 2 years? That's exactly what Benjamin Witte did with Recess. Here's how: He started local. Built a strong brand presence in NYC before expanding. Heavy focus on organic reach vs paid. Early wins came from creative Instagram content. Witte prioritized high-impact, low-cost brand impressions. Like targeting corner stores for visibility. Hiring the right people was key. Experienced leadership in supply chain & ops enabled multi-product scale-up. Retail success followed. 5 years in, Recess maintains a healthy balance of DTC & retail. 50/50 split. Profitability is the north star. The takeaway? In CPG, smart cash flow mgmt is everything. Driving memorable brand moments doesn't have to be expensive. Start small, nail the model, scale smart.

🎓 Lessons Learned

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Here are 10 lessons covered in the podcast episode, with 5-word max titles and 20-word max descriptions for each: 1. Invest in Brand Launch - Witte invested $200K to launch Recess, including brand, formula, and initial hires. 2. Leverage User-Generated Content - Recess gained buzz and UGC on Instagram and TikTok, driving brand awareness. 3. Focus Geographically, Then Expand - Built the brand in NYC for a year before going national. 4. Earn Media, Delay Paid Ads - Early PR and organic buzz drove success; no paid marketing for 18 months. 5. Align Investment with Market - Challenge of aligning investment with market conditions and managing cash flow. 6. Drive Impactful Brand Impressions - Witte's philosophy: drive impactful brand impressions for the least amount of money. 7. Balance E-commerce and Retail - Recess maintains a 50/50 e-commerce and retail model, focusing on profitability and earned media. 8. Position in Stress-Relief Market - Recess positioned as a stress-relieving supplement in a growing market. 9. Develop a Platform Brand - Recess's mission opens doors for product introductions and scaling product lines. 10. Predict and Segment Markets - Mocktails arose from predicting trends and segmenting markets, mirroring hard seltzer success.

💎 Maxims

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Here is a list of maxims for building a successful CPG brand based on the concepts discussed by Benjamin Witte about Recess: 1. Identify emerging trends and underserved market needs. Look for opportunities to pioneer a new product category. 2. Craft a unique brand identity and aesthetic that resonates with your target audience. Use content to express your brand's personality. 3. Focus initial brand building efforts on a core geographic market before expanding nationally. Aim to create high visibility and impact. 4. Leverage organic social media marketing, user-generated content, and earned media impressions to build brand awareness cost-effectively. 5. Align your fundraising and growth investments with market demand signals and overall economic conditions. Manage cash flow carefully. 6. Balance direct-to-consumer e-commerce with strategic retail partnerships to maximize reach and profitability. Adapt your approach as you scale. 7. Consider opportunities to extend into adjacent product categories that fit your brand's overarching mission and values. But be judicious about brand extensions. 8. Invest in experienced leaders and specialized talent as the company grows, especially in core operations like supply chain. 9. Use sales data, case studies, and a strong retail story to open doors with larger retail partners and accelerate growth. 10. Build a resilient, flexible supply chain and operating model that can support multiple product lines and scale efficiently. 11. Stay connected to your community and customer base. Nurture those direct relationships even as the brand grows. 12. Don't chase every trend or opportunity. Stay true to the brand's core identity and value proposition. Focus is key.

🌟 3 Fun Facts

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Here are 3 fun facts revealed in this episode: 1. Recess initially invested only $200K to launch, including developing the brand, formula, and initial hires. 2. For the first 18 months, Recess relied solely on organic buzz and PR efforts, using no paid marketing. 3. Recess maintains a unique 50/50 split between e-commerce and retail sales.

📓 Blog Post

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Title: The Zen of Building a Breakthrough Beverage Brand: Lessons from Recess Subheader: How founder Benjamin Witte leveraged digital strategies, brand storytelling, and market trends to create a new category of relaxation drinks Introduction: In the competitive world of consumer packaged goods (CPG), launching a new product and building a successful brand can be a daunting challenge. However, Benjamin Witte, founder and CEO of Recess, has defied the odds with his innovative approach to creating a new category of relaxation beverages. By focusing on digital strategies, unique brand storytelling, and tapping into emerging market trends, Witte has positioned Recess as a leader in the rapidly growing space of functional beverages designed to promote mental wellness and relaxation. Identifying the Opportunity: Witte's journey with Recess began with a keen observation of the increasing levels of stress and anxiety in modern society. Having experienced the pressures of the Silicon Valley startup world firsthand, he recognized a growing demand for healthier alternatives to traditional stress-relief methods. This insight led him to explore the potential of creating a new class of relaxation beverages incorporating ingredients like CBD, adaptogenic herbs, and nootropics. Despite the unconventional nature of starting a beverage company, Witte saw an untapped opportunity in the market. He believed that as people increasingly prioritized mental wellness and moderation, they would seek out healthier forms of relaxation. This conviction drove him to develop a unique product and brand that could resonate with this emerging consumer trend. Crafting a Unique Brand Identity: One of the key factors in Recess's success has been its distinctive brand identity. From the outset, Witte focused on creating a brand that could stand out in a crowded market and connect with consumers on an emotional level. By leveraging a unique content strategy on Instagram, featuring original illustrations and thought-provoking messages, Recess quickly gained attention and generated significant earned media. The company's commitment to brand storytelling extended beyond social media. Recess launched a six-month pop-up event in New York City, collaborating with local artists and influencers to create immersive experiences that brought the brand to life. These initiatives not only increased brand visibility but also fostered a sense of community around the Recess lifestyle. Driving Growth through Digital Strategies: As a digitally native CPG brand, Recess has relied heavily on digital strategies to drive growth and build brand awareness. Witte's background in pioneering retargeting ads at a Silicon Valley startup proved invaluable in developing effective digital marketing campaigns. By focusing on generating high-impact brand impressions efficiently, particularly in key markets like New York City, Recess was able to maximize its marketing budget and achieve significant growth without relying on traditional paid advertising. The company's Instagram strategy, which featured original illustrated content, proved to be a viral success. The unique and shareable nature of the content led to hundreds of reposts, further amplifying brand awareness and driving organic growth. This approach demonstrated the power of creating compelling content that resonates with target audiences and encourages user-generated content. Navigating Challenges and Adapting to Market Trends: As Recess has grown, the company has faced various challenges and opportunities. Witte has emphasized the importance of aligning investment with market conditions and maintaining a focus on cash flow management. By carefully navigating these challenges and making strategic hires, such as an experienced COO and a chief supply chain officer, Recess has been able to scale its operations and expand into new product lines, such as non-alcoholic cocktails. The company's ability to adapt to market trends has been a key factor in its ongoing success. By anticipating the rise of the non-alcoholic movement and the demand for healthier alternatives to traditional beverages, Recess has positioned itself at the forefront of the functional beverage space. This agility and willingness to evolve has enabled the company to maintain its relevance and continue to grow in a rapidly changing market. Conclusion: The story of Recess and its founder, Benjamin Witte, offers valuable insights into the art of building a breakthrough beverage brand in today's competitive market. By combining innovative product development, unique brand storytelling, and effective digital strategies, Witte has demonstrated the power of identifying emerging market trends and creating a brand that resonates with consumers on a deep level. As Recess continues to grow and expand, its success serves as an inspiration for aspiring entrepreneurs and a testament to the importance of adaptability, creativity, and resilience in the face of challenges.

🎤 Voiceover Script

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From a $200k initial investment to becoming the go-to beverage of the chill generation, Recess has mastered the art of brand building on a budget. Founder Benjamin Witte shares his secrets to driving impactful brand impressions through organic buzz, strategic retail partnerships, and a strong focus on e-commerce profitability. Discover how Recess leveraged user-generated content on social media to create a viral sensation and learn about their plans for scaling product lines and expanding their reach in the fast-growing stress-relief supplement market.

🔘 Best Practices Guide

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Best Practices for Building a Successful CPG Brand: 1. Validate your concept and secure initial funding to launch your brand. 2. Focus on a specific market to build brand awareness and generate buzz. 3. Leverage organic content strategies, such as unique social media content and collaborations, to create earned media and drive brand impressions. 4. Prioritize efficient use of marketing dollars by targeting high-visibility locations and utilizing user-generated content. 5. Establish a strong executive team with experienced leaders in key roles like operations and supply chain. 6. Balance direct-to-consumer and retail strategies, using sales data and case studies to drive retail expansion. 7. Develop a robust supply chain that allows for multiple product lines and scalability. 8. Consider a platform strategy to facilitate the introduction of new products, but exercise caution and ensure it aligns with your brand's unique situation. 9. Stay attuned to market trends and consumer preferences to identify opportunities for new product development.

🎆 Social Carousel: Do's/Don'ts

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Here is a 10-slide LinkedIn carousel based on the key points from the DTC POD episode with Benjamin Witte of Recess: Cover Slide: 10 Branding and Growth Lessons from Recess's Founder Slide 1: Don't Overspend Instead, focus on efficient brand impressions. Recess targeted NYC bodegas for high visibility at low cost. Slide 2: Ditch Paid Ads Build buzz with PR and organic social content. Recess relied on earned media for the first 18 months. Slide 3: Avoid Overextending Align investment with market conditions. Prioritize cash flow management, especially for consumer product businesses. Slide 4: Skip Traditional Marketing Create shareable content. Recess's illustrated Instagram posts gained attention and hundreds of shares. Slide 5: Don't Neglect E-Commerce Balance online and retail. Maintain a 50/50 model, managing e-commerce profitability while driving retail growth. Slide 6: Resist Pivoting Expand strategically. Recess introduced new products as a platform brand, not reactively pivoting. Slide 7: Don't Follow Blindly Anticipate trends. Recess predicted the rise of mocktails, mirroring the success of hard seltzers. Slide 8: Avoid Complexity Offer convenient options. Stick packs and powdered tubs provide a portable choice for Recess customers. Slide 9: Don't Go Too Broad Target key locations. Recess focused on building the brand in NYC before expanding nationally. Slide 10: Never Stop Evolving Continuously optimize operations. Recess transitioned to a concentrate supply chain model for efficiency and growth.

🎠 Social Carousel

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10 Branding Lessons from Recess's Founder Slide 1: Invest Wisely Align your investment with market conditions and prioritize cash flow management. Slide 2: Start Local Focus on building your brand in a specific area before expanding nationally. Slide 3: Leverage UGC Encourage user-generated content on social media to drive brand awareness. Slide 4: Efficient Impressions Drive impactful brand impressions for the least amount of money. Slide 5: Balance Channels Maintain a balanced approach between e-commerce and retail. Slide 6: Predict Trends Anticipate new trends and segment markets to introduce innovative products. Slide 7: Platform Strategy Consider developing a platform brand to facilitate growth across product lines. Slide 8: Hire Strategically Build an experienced executive team and field sales team to support growth. Slide 9: Optimize Supply Chain Transition to a concentrate model to enable multiple product lines and a robust supply chain. Slide 10: Connect with Benjamin Follow @benwitte on Twitter and Instagram to learn more about Recess's success.

One Off Tweets

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1. Recess's founder saw an opportunity in the growing trend of prioritizing mental wellness and moderation, leading to the creation of a new class of relaxation beverages. 2. Sometimes the unconventional path is the right one. Recess launched as a digitally native CPG brand, defying expectations and carving out a unique niche. 3. Efficient brand impressions are key. Recess focused on high-visibility corner stores and bodegas in NYC to maximize their impact with minimal resources. 4. Unique content strategies can be game-changers. Recess's illustrated Instagram content was shared hundreds of times, driving brand awareness and earned media. 5. As your company grows, building out an experienced executive team is crucial for navigating operational challenges and scaling effectively. 6. Transitioning from DTC to retail? Success is driven by sales data and case studies. Prove your worth to secure those national accounts. 7. Adaptability in your supply chain can open doors. Recess's shift to a concentrate model allowed for multiple product lines and a more robust system. 8. Aligning investment with market conditions and managing cash flow are critical challenges for consumer product businesses. Stay vigilant. 9. Driving impactful brand impressions for the least amount of money is a winning philosophy, especially in the competitive beverage category. 10. User-generated content on social media can be a powerful brand marketing tool. Encourage and leverage UGC to authentically connect with your audience.

Twitter Post 1

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Here's a fun fact from the episode in the requested style and format: Recess generated major buzz without paid ads for 18 months. Quirky IG content + collabs Earned media from unique brand impressions at bodegas.

Mindsets

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Here are 3 mindset shifts inspired by the Recess founder's journey that listeners can apply to their own businesses: 🧘‍♂️ Embrace the zen of branding. Focus on creating impactful brand impressions in the most efficient way possible. Like Recess's early strategy of targeting NYC bodegas and using unique illustrated content on Instagram, find creative ways to maximize brand visibility and earn organic buzz. 📈 Think beyond the current product. Consider how your brand can serve as a platform for future product lines and expansion opportunities. Recess's success with CBD beverages opened doors for their mocktail line. How can you strategically position your brand to support long-term growth? 🌊 Ride the wave of emerging trends. Pay attention to shifting consumer preferences and look for opportunities to develop products that align with those trends. Recess capitalized on the growing interest in mental wellness and moderation by offering healthier relaxation options. What trends could you tap into? For more insights on the Recess story and other DTC brand journeys, check out the DTC Pod wherever you listen to podcasts. And don't forget to join the waitlist for our exclusive Slack community for DTC founders and operators at dtcpod.com!

Tactics

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🎧 5 Tactics to Boost Your Brand Based on Recess's Success 🚀 If you're looking to elevate your brand and drive growth, here are some actionable strategies inspired by Recess's journey: 💡 Concentrate your initial efforts on a single market. Like Recess's focus on New York City, honing in on a specific location allows you to build brand awareness, gather valuable feedback, and create a strong foundation before expanding nationally. 💡 Leverage the power of user-generated content (UGC). Encourage your customers to share their experiences with your product on social media platforms. Recess's organic buzz on Instagram and TikTok played a significant role in their early success, saving them from spending on paid marketing for the first 18 months. 💡 Invest in creating unique, shareable content. Develop a distinct brand voice and visual identity that resonates with your target audience. Recess's illustrated Instagram content captured attention and was shared hundreds of times, contributing to their brand awareness and earned media. 💡 Explore unconventional retail partnerships. Instead of solely relying on traditional retail channels, consider collaborating with smaller, niche outlets where your brand can gain high visibility. Recess's focus on corner stores and bodegas in New York City efficiently generated brand impressions. 💡 Embrace a platform strategy for future growth. As your brand matures, consider how it can serve as a platform for introducing new product lines that align with your mission and values. Recess's expansion into mocktails and stick packs demonstrates how a strong brand foundation can facilitate the launch of new offerings. Remember, implementing these tactics requires a deep understanding of your target market, a willingness to experiment, and the ability to adapt based on market feedback. Stay true to your brand's core mission, and don't be afraid to think outside the box! 📦

In Depth Thread

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Overrated: Elaborate brand marketing strategies. Brands waste too much time and money on complex campaigns trying to reach everyone. Underrated: Focused, organic brand building. Recess used this exact playbook to become a cult favorite: Target 1 Market They focused all efforts on making Recess the "it" drink in NYC for the first year. One city, one goal. Dominate a key market before expanding. Start local, then go wide. 5 Key Tactics Recess used 5 main tactics to build buzz early on: 1. Eye-catching Instagram content 2. Quirky collaborations 3. Pop-up experiences 4. Bodegas & corner stores 5. Earned media & PR Create Content, Not Ads Recess's illustrated Instagram content got shared like crazy. Create unique, engaging content that people want to share. Let your customers do the marketing for you. Own Your Niche Position against a trend. Recess rode the wave of mental wellness by creating a new category - relaxation beverages. Spot a rising trend and carve out your unique space in it. Expand Intelligently After nailing NYC, Recess carefully expanded to national retailers, using sales data to prove concept. Grow in phases. Validate locally, then use that proof to open doors to bigger opportunities. Team is Everything Witte credits much of Recess's growth to key hires like an experienced COO and robust sales team. Invest in the right people at the right time to scale smart. Your team is your most valuable asset. Talk the Talk Recess owned terms like "relaxation beverage" to control the narrative. Develop your own vocabulary to position your brand as a category leader. Influence > Impressions Witte wanted to "create the most brand impressions for the least amount of money." Aim for depth, not breadth. Make every touchpoint count by maximizing visibility and impact. So if you're building a DTC brand, don't get distracted by flashy campaigns. Focus on a core market, create buzz-worthy content, ride a rising trend, and scale intelligently with the right team. Efficiency is everything. Make your brand impressions stick.

New Idea

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Idea #1: Unconventional Brand Growth Strategies Recess utilized several unique growth strategies to build brand awareness and drive sales: 1. Hyper-Local Focus: Rather than immediately going national, Recess concentrated on dominating the New York City market in their first year. By focusing on high-visibility locations like corner stores and bodegas, they efficiently generated valuable brand impressions. 2. Innovative Social Media Approach: Recess leveraged an unconventional Instagram strategy, creating distinctive illustrated content that resonated with their audience. This highly shareable content was reposted hundreds of times, fueling organic growth and earned media. 3. Experiential Marketing: To immerse consumers in the brand experience, Recess launched a six-month pop-up event and collaborated with like-minded partners. These initiatives allowed potential customers to engage with the product in memorable ways, fostering a deeper connection to the brand.

Tweet thread on learnings

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Tweet 1: Just listened to an incredible episode of the DTC Pod with @benwitte, founder of @takearecess: From investing $200K to launch Recess to becoming the go-to beverage for the chill generation, here are my top takeaways on the zen of branding and growth: 🧘‍♂️🌱 👇 Tweet 2: 1. Organic Buzz is Key 🗣️ Recess generated a ton of user-generated content on Instagram and TikTok from the start. No paid marketing for the first 18 months! Early PR efforts and organic buzz were crucial to the brand's initial success. Tweet 3: 2. Focus on Your Home Turf 🏡 Recess built its brand in NYC for the first year before going national. Concentrating on a specific market allows you to make a bigger splash and gain traction faster. Master your own backyard before expanding. Tweet 4: 3. Balancing Investment and Cash Flow 💰 Aligning investment with market conditions is a challenge. In consumer product businesses, cash flow management is critical. Witte's philosophy: Drive impactful brand impressions for the least amount of money, especially in the beverage space. Tweet 5: 4. The Power of a Platform Brand 🚀 Recess wasn't just a CBD brand, but a platform for relaxation products. This broader vision opened doors for new product lines like mocktails. But be cautious - a platform strategy isn't right for every brand. Tweet 6: 5. Ride the Trend Waves 🌊 The non-alcoholic movement is about moderation, not elimination. Witte predicted the rise of mocktails, mirroring the success of hard seltzers. Identifying and capitalizing on emerging trends can accelerate growth. Tweet 7: 6. Omnichannel is the Way 🛍️🖥️ Recess maintains a 50/50 split between e-commerce and retail. Managing profitability online while generating earned media is key. Stick packs and powdered tubs provide a portable option, making up 15% of sales on Amazon and in stores. Tweet 8: 7. Your Vibe Attracts Your Tribe 🧘‍♀️ Recess's unique Instagram strategy with illustrated content went viral. It gained attention, shares, and contributed to brand awareness. Develop a distinct brand voice and aesthetic that resonates with your target audience. The zen of branding and growth lies in staying true to your vision, riding the waves of trends, and cultivating a community around your brand. Huge thanks to @benwitte for sharing his insights and the @dtcpod team for another fantastic episode! 🙏

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Future State, 6 reasons post

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In 12 months, Recess achieved national distribution, gained a loyal fan base, and became a category-defining brand in the relaxation beverage space. As a digitally-native CPG startup, Recess has cracked the code on efficient brand building. But there's an even greater opportunity ahead. Here are 6 strategies Recess can implement to become the undisputed leader in the functional beverage category: BACKGROUND: Forget CBD (Cannabidiol), the future belongs to PCB (Platform Consumer Brand). Recess is where the product and brand seamlessly integrate to create a movement. If Recess plays its cards right, it can evolve into a platform brand that not only owns the relaxation space but also expands into adjacent categories and need-states. Old CPG playbook: - Niche target audience - Single product focus - Retail-first distribution - Heavy trade spend New CPG playbook: - Mainstream cultural relevance - Multi-product platform - Omni-channel distribution - Earned media amplification At Recess, we are building a brand that resonates across generations, occasions, and need-states - all while maintaining profitability. It's hard to achieve this impact with a conventional CPG approach. HOWEVER... We are just scratching the surface of what's possible. The leadership team at Recess should consider broadening the vision and transforming Recess into an iconic platform brand to deliver on PCB. Here are my 6 recommendations: 1. Extend into new functional benefit spaces beyond relaxation. Consider energy, focus, recovery, and sleep as potential areas. The Recess brand has permission to play across the wellness spectrum. 2. Expand product formats beyond ready-to-drink cans. Explore powders, shots, gummies to increase usage occasions and drive incremental revenue. 3. Invest in a world-class digital experience. Reimagine the Recess website as a immersive brand portal and commerce engine. Use exclusive content and early access to drive DTC engagement. 4. Double down on field marketing. Build a grassroots network of brand ambassadors in key markets. Activate at cultural tentpole moments to drive earned media. 5. Explore international expansion opportunities. Identify like-minded distribution partners to scale the brand globally. Adapt the product and messaging to resonate locally. 6. Establish a Recess Ventures arm. Acquire or invest in emerging brands that align with the Recess mission. Leverage the Recess platform to accelerate their growth. I envision a future where Recess is the go-to wellness brand for the next generation; synonymous with living a life of balance, purpose, and joy. Recess has so much untapped potential that it keeps me up at night. As soda sales decline and consumers gravitate towards functional options, Recess has the opportunity to eclipse established players like Coca-Cola or Pepsi as the most culturally relevant beverage brand. P.S. What bold moves do you think Recess should make? Do you believe Recess can transcend its category and become an iconic lifestyle brand for years to come?

About the Episode

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Benjamin Witte is the founder and CEO of Recess, a beverage brand that has pioneered a new category of relaxation drinks. With a background in Silicon Valley and experience in digital advertising, Witte saw an opportunity to create a product that addresses the growing problem of stress and anxiety in modern society. In this episode of DTC Pod, Witte shares the story of how he launched Recess with a focus on building a strong brand presence in New York City. He discusses the company's unique marketing strategies, such as creating engaging illustrated content on Instagram and collaborating with local retailers and influencers to generate buzz and earn media. Witte also delves into the operational aspects of growing the business, including raising capital, building out the team, and optimizing the supply chain. He emphasizes the importance of managing cash flow and making strategic investments to scale the company sustainably. Throughout the conversation, Witte highlights his philosophy of driving impactful brand impressions efficiently and the value of a platform strategy that allows for the introduction of new product lines, such as the company's successful launch of mocktails. He also shares his insights on the broader trends in the beverage industry and the opportunities for brands that prioritize mental wellness and moderation.

Episode Summary

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#339 - The Zen of Branding and Growth: How Recess Became the Chill Generation's Go-To Beverage Benjamin Witte is the founder and CEO of Recess, a brand of sparkling waters and mocktails infused with hemp extract and adaptogens for relaxation and focus. In this episode of DTC Pod, Benjamin shares the story of building Recess from an idea to a nationally-recognized lifestyle brand. He discusses the power of organic social media buzz and user-generated content in driving brand awareness, the benefits of a platform brand strategy, and the importance of careful cash flow management for consumer product startups.

Success Strategies

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Here are 3 strategies for DTC success based on Benjamin Witte's insights: 1. Invest in brand awareness through organic content In the early days of Recess, Benjamin Witte leveraged unique illustrated content on Instagram to generate buzz and earn media impressions. By creating shareable, engaging posts that stood out in the feed, Recess was able to build brand awareness and drive word-of-mouth growth without relying on paid ads. For DTC brands, developing a distinct visual identity and voice on social media can be a powerful way to capture attention and foster brand affinity. Focus on crafting content that resonates with your target audience and compels them to share with their networks. This organic approach can yield significant returns in terms of earned media value and customer acquisition. 2. Concentrate initial growth efforts in a key market Rather than attempting to scale nationwide from the start, Recess focused its early growth strategy on dominating the New York City market. By zeroing in on a specific geographic area, the brand was able to build a strong presence and generate buzz that eventually fueled expansion. DTC brands can apply this same principle by identifying a key market that aligns with their target demographic and concentrating resources on owning that space. Tactics like geo-targeted ads, event activations, and strategic retail partnerships can help establish the brand as a local staple and create a foundation for future growth. 3. Embrace a nimble, data-driven approach to product development Recess has successfully expanded its product line beyond its original CBD-infused beverage to include mocktails and powdered stick packs. These new offerings were developed based on a combination of trend forecasting, customer insights, and market analysis. To stay ahead of the curve, DTC brands should adopt a similar approach to product innovation. By closely monitoring shifting consumer preferences and proactively developing products that meet emerging needs, brands can stay relevant and diversify their revenue streams. A willingness to experiment, fail fast, and iterate based on data is essential for long-term success in the ever-evolving DTC landscape.

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Castmagic LinkedIn Post

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Cracking the code on the new beverage category of chill and relaxation. Benjamin Witte, founder & CEO of Recess, joins Blaine Bolus on the DTC Pod this week. Prior to launching Recess, Benjamin worked in Silicon Valley, innovating in ad tech at multiple startups. In this episode, you'll learn how Recess became an iconic brand with a cult following. Benjamin shares his philosophy on driving impactful brand impressions efficiently, the power of user-generated content in their marketing, and the advantages of a platform branding strategy. We also discuss the positioning of Recess in the stress-relief and wellness space, their omnichannel distribution model, and scaling the brand through new product lines and retail expansion. Listen to the full episode here: [link] hashtag#dtcbrands hashtag#beveragebrands hashtag#consumerbrands hashtag#wellnessbrands hashtag#dtcpod

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