The creative execution was inspired by what it truly means to feel good both on the inside and out
“The Escape have customer business results as their primary focus for all and any activity that comes from their team. All conversations were rooted in what is best for the customer, best for the brand and best route to earn greater returns. I’m a fan.”
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In need of more creativity
The project
Gibson’s Goodology set out to do something simple. Make people feel good.
As a specialist CBD-infused iced tea brand entering a competitive and often misunderstood category, they needed a campaign that would build awareness, shift perception and confidently introduce their products to a wider audience.
Turning curiosity into choice
While interest in CBD was growing, so too were questions.
What does it do? How does it feel? Is it for me?
For Gibson’s, the opportunity was to cut through that uncertainty with clarity, positivity, and a brand people could connect with instantly.
Bottling the feel-good factor
Through discovery, we defined a new brand proposition: Find your feel good.
A simple but powerful idea that captured both the emotional and functional benefits of the product—creating a clear foundation for how the brand would show up across every touchpoint.
This became more than a line. It became a platform that guided messaging, creative, and campaign strategy from awareness through to purchase.
From screen to street
The campaign was designed to meet people wherever they were. Digitally, targeted PPC and paid social campaigns drove awareness and traffic, supported by optimised landing pages designed to educate and convert.
In-store and on the ground, the brand came to life through experiential activations—from pop-ups to a branded truck touring London, creating moments of discovery that turned interest into interaction.
Throughout, careful consideration was given to advertising regulations, ensuring messaging remained compliant without losing impact.
The result was a confident, accessible brand presence in a complex and competitive market. A joined-up campaign that not only built awareness and drove traffic, but helped reposition CBD as something modern, approachable, and relevant to everyday life.
