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Ethereum–one of the biggest presences in cryptocurrency– has decided to go green. Credit: QuoteInspector, CC BY-ND 4.0Ethereum–the biggest presence in cryptocurrency behind Bitcoin has announced it will be cleaning up its carbon footprint and going green. Ethereum is a decentralized, open source blockchain that uses the token Ether for transactions on its platform. The Ethereum…
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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”), the line was designed, says Witte, with Instagram and Gen Z “creatives” in mind, a way to diffuse the brand’s pastel-minimalist aesthetic and the “tongue-in-cheek social commentary on millennial existence” on social media and beyond. Generating hundreds of tagged stories and posts a month, the merch did exactly what the brand had intended: For a CBD company operating in an advertising
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