Brez IS the word

Exploring Brez, part three of a multi-brand series surveying hemp THC beverages.

Feb 11, 2025

Preface: Cannabis awareness-generating activities are difficult for third parties to track.

That’s why BrandDOPE explores the consideration phase of the consumer journey (which follows the awareness phase awareness and drives to purchase), applying a fusion of a consumer mindset and a practitioner's POV along the way.

The idea is to sorta-kinda simulate the experience of someone who has somehow discovered a brand and is interested enough to learn more.

Important notices:

⭐⭐⭐New Format⭐⭐⭐
1. To crank out more BrandDOPEs, and to improve usability — because reading is hard — we’re shifting to a bulletpoint format.
2. We’re excited, not just because of the efficiency, but also because constraints enable creativity. Hope you enjoy, perhaps even more than before.
This is the longest BD to date.
1. That’s the good news. The post is long b/c this brand is super-active & CRUSHING.

Advertising

It’s hemp! They can advertise!

Full-blooded campaign simulating UGC reviews. Clearly targeting a particular, female demographic marked by slight uptalking.
Relatively long-form (mostly ~:60), which is interesting. Goes with the genre for sure.
Playing off Dry Jan/New Years goal setting, self-optimization, etc.
Hit one key equity (“social tonic”) and framing themselves up within “functional beverages.” More disciplined in the copy about these messages than they are in the vids.
Overall, this creative isn’t our cup of tea, but we’re definitely not the target. Pretty sure it works for them.

A few pseudo-UGC executions with How-To mocktail creative. Generally shorter, averaging ~:30.
This approach is a little more eye-catching. Whether you like to admit it or not, fruity drinks are fun. (Suspect this target has no problem admitting it.)

~:30 comparative (vs alcohol) campaign. No hangover, etc.
- Same look/feel/effect as other spots. Organic, but indistinct.

A brand narrative spot: ~:60, TikTok-y montage brand origin story featuring the founder, etc.
- Curious about efficacy here, as the narrative is dense. Perhaps a retargeting unit?

~:30 thought leadership “careless consumption vs conscious consumption” CEO monologue spot, supered over negative alcohol news.
- Like jumping on relevant, negative news, but again execution is too dense.
- This concept could/should be a broader brand-level campaign in & of itself

Some very product-centric, categorical static ads, most leveraging Dry January. Appropriate, as they’re a little dry in/of themselves. (Sorry, couldn’t help that.)

Packaging

Brilliant shimmering iridescent finish. Fluid/dynamic, speaking the the product effects — with a touch of a ‘diet” signal.
Mixed with the delicate wordmark (dig the vertical orientation, which forces engagement), and the smaller, sans-serif fonts, the effect is premium & precise.
Their line — “Live Free” — is succinct and evocative, but maybe a step or too far from home. Perhaps that’s why it didn’t surface in the ads…

Impressed to find they run a branded r/. Love this as a gesture. Gotta have crazy patience and thick skin to play in the open here — plus you have to proceed with a community mgmt/customer service POV. Looks like Brez is moving along these lines.
94 members. Not a ton of activity. Like we said, patience. Plus, the action will never be in the branded subs.
Something of a vision/mission statement: “We’re reducing human suffering and increasing human potential with a better beverage.” Ballsy proclamation. Kinda like it. Didn’t see this language elsewhere.
Very little activity. Posts include: several interviews with the founder, a testimonial (a bit on the nose… feels piped), and an introductory post from Brez’s Brand Manager (nice enough dude) that spun off a long, sincere thread about product efficacy, pricing, etc.

Turning to search, the brand is known & there’s some activity around it.
- About one laptop scroll worth of posts, 1/3 branded, including one mega branded thread w/ 350+. We’d call that scale but not yet groundswell.

Original mega thread post also looks piped, but that’s how Reddit marketing works.
High % of activity rooted in “cali sober” living, mocktails/alcohol alternatives, and many complaints about the general costs of HTHC bevs.

IG

~50K followers. Engagement is not great, but the Reels view rate is pretty healthy.
Nice feed content mix:
- Heavy heavy heavy, well-produced product editorial
- Wellness content
- Anti-alcohol posts
- Mocktail how-tos
Stories seem more interesting.
- More events, reviews (from their site…), & UGC product integration captures
Not sure about the consistency, innovation & distinctiveness of the creative overall. Probably not as premium or distinct as they’d like
Overall, LI is far more robust & interesting. Speaking of which.

LI wouldn’t usually be included in a BrandDOPE journey audit, but we’ve noticed a LOT of activity from Brez there recently. They’re clearly using the channel for a combined B2B & B2C play — an approach we advocate for categorically appropriate premium brands.
The work here is not only a textbook on how to run Social (not just LI) also/not coincidentally, Brez’ LI provides a fantastic view into the brand’s various marketing activities.

~12k followers, though they post infrequently… through this account

Aaron Nosbisch, Brez’ founder, has +12K followers; he’s incredibly active, a master networker & is clearly the main feed for the brand.
Nosbisch is leaning hard into transparency and is wisely reposting many of his contributions via co-workers, partners, etc.
🏆🏆🏆 If you have a senior leader who’s willing and suited to front, this is best practice on LI, and we’d (again) argue on other socials as well.
(Pictured above) Partnerships:
- Spot on Dry January stunt with super-chic, national vegan restaurant chain, Planta.

Thought Leadership: Consumer Research
- Wisely merchandising/recruiting for a study they’re fielding. This and the CanTrip version are the first consumer research efforts we’ve come across in the extended cannabis category — period.
- Obv intrigued, we opted in.
- Very thoughtful, thorough effort — exploring overall mood, self-concept, perceived productivity as well as sleep. Shining the spotlight squarely on our demons.
- Very curious to see if they share findings, and how they’ll harness the insights they harvest.
🌟🌟🌟Special bonus: Product Review🌟🌟🌟
- We don’t usually do product reviews as our surveys chart brand digital journeys up until purchase, but in the case of Brez we received samples as a function of their marketing. Soooooo…
- Drank many of the 7.5 oz/2.5 mg THC jammies. They’re mild, soda-ish, citrusy with hints of floral and canna. Conjures Fresca a bit, but with less bite. Wouldn’t say it’s thirst-quenching in/of itself, but with a straight seltzer… very good.
- Light, relaxing buzz that kicked in almost immediately. Didn’t exactly experience “euphoria,” but the high is lighter/less narcotic than most THC. Lasted about two hours. No hangover. Def helped induce sleep a bit (usually consumed around 8/9pm).

Thought Leadership: PR/Media Placements

Promoting multiple CEO guest spots, interviews, quotes, as well as general coverage.
- Applying real resource to net media placements, which is awesome if you’re lucky enough to be able to cover the other bases

Thought Leadership: Search Analytics
- Sharing rising search trends for the category, correlating it with Brez’ ascent & reinforcing leadership.
- Along the way, Nosbisch discloses the brand’s sizable SEO investment and plugs his “Conscious Compound™ Social Advertising Agency,” Lucyd. 🚨🚨🚨NEXT LEVEL HUSTLE ALERT🚨🚨🚨NEXT LEVEL HUSTLE ALERT🚨🚨🚨NEXT LEVEL HUSTLE ALERT🚨🚨🚨

B2B Promo: Year in Review Video
- Sharing a year-end hotmix touting the various, impressive dimensions of Brez’ success. Nice not-so-humble-brag that works for EOY stunting.

Thought Leadership/Boss Gesture: Transparent Performance/Tactical Overviews
- This is where we KNEW something very different was going on.
- Not only did they unpack their big #s, but they also shared critical data like AOV, CAC, MER, as well as revenue breakdowns AND ad spend by channel.
  - This is them speaking softly and swinging a big stick that says “WE ARE THE CATEGORY.” So many strategic & psychological implications.
- Many of their media investments seem as intended for awareness/consideration as for conversion.
  - If you have the cash, that’s the way it’s done in The League. Look up the 60/40 rule or the 95/5 rule.
- Applovin is interesting and is surely driving significant direct revenue. Need to dig in there a bit.
- Amazon is also an eyebrow raise, considering they can only sell their non THC of their products there. Again, smells like brand/demand multitasking.

Thought Leadership: B2B & CSR
- Both pointed toward the industry and also spoke more broadly on topics like conscious consumption — which is clearly a big pillar (if not now then eventually).
- Love select use of long copy in social.
- Like the Best Practice startup founder stories/personal life lessons. Effective when used judiciously, as they do.
- Favorite was the suggestion of a unified regulatory framework

Explainer Posts
- Breaking down basic product benefits, usage occasions, points of difference

Thought Leadership: SEO Results
- Hyping Brez’ SEO investment, success, and their SEO (partner?) agency — offering tips along the way. Very sticky.

Creative collab
- Reposting a branded jingle from an influencer/creative partner. A little corny.

Awards
- Typical LinkedIn fare. That said, brands can’t do enough of this stuff.

Sponsorships/Activations
- Telegraphing extensive presence at upscale Art Basel week in Miami. Strong selection.
- Paul/Tyson was another good pick. A nice populist balance vs the Art Basel partnership.
- Wonder if the executions had any spin on ‘em? Would appreciate more event content/coverage.

Price Promos
- $25 off seems pretty significant.
  - Brez is probably looking to lock in market share before the big money rolls into the category… and likely frontrunning price compression.

Short & sweet new product sneak peek
- Much better, particularly in the context of LI

Google

For the most part DTC dominates results, which is the only way.
Branded shopping ad: 6 seltzers for $40; 6 double sized for $60; 12 singles for $75
- Would love to see a little more volume discount on the dozen, no?
Looks like Amazon and another distributor are selling the pure Mushroom SKUs. Good to avoid channel conflicts.

Surprised they don’t own more first page organic results

PR

Already caught a lot of PR in LI, but checking for news and in the release aggregators for activity.
- Note: NO consumer would search in this manner, but it can give insight into other activities a consumer could potentially see.

Nothing with huge pickup. Interesting, considering the reposts in LI. Says something depressing about the state of pro media today.

Ok. That sounds like a big deal. Let’s check:

Maybe not yet, at least in NY…

Website

Homepage. Boom.
Gestalt is strong & distinct. Stylish, contemporary psychedelic — playing up the mushroom equity. 🎯🎯🎯. This is the look we’d like to see pervade other comms.
Generally against such rational headlines, but as they have a shot at category ownership, it makes sense for now.
Where’s the tag?
Tasteful UX. Small but easily scannable CTAs and offers, but not junking things up. Still brand, not “retail.”

Scroll 1: Nice product description/effects depiction. Keeping it simple.
- Does Lion’s Mane need to be unpacked more?
Scroll 2: Clever way into a FAQ. Could this have been combined with the screen above?
- “Ticket to bliss” seems a bit much & uncharacteristic.
Scroll 3: Product exec overview. Selling a 7.5 oz, a 12oz, a 12 oz mushroom-only bev (perhaps a hint to the difference here would be helpful) & a few combo packs.
Scroll 4: Reviews. Looks like they’ve aggregated a LOT of reviews. Wonder how and where. Offers a drilldown opportunity. Maybe later.
Scroll 5: Another product unpack. Maybe one too many?

Product purchase pages are excellent; super-efficient, enabling navigation to all products/SKUs from the index page
“Single” 7.5oz 2.5mg THC/5mg CBD
- Six-pack: $40
- Twelve-pack: $75
- Eighteen: $112.50
- Twenty-four: $150
- Fourty-Eight: $300

“Double” 12oz 5mg THC/10mg CBD
- Six-pack: $60
- Twelve-pack: $115
- Eighteen: $170
- Twenty-four: $220
- Fourty-Eight: $420
“Duos” 50/50 split of Singles & Doubles
- Twelve-pack: $100
- Twenty-four: $190
- Fourty-Eight: $365
- Ninety-Six: $710
They also sell “Trios” (combo sets of all three products), which feels like an odd usecase.
Overall: pricing is full premium. Margins must be unreal.
Too many pack sizes?
Value is in the 12 oz. Might be helpful if they indicated as much.

Otherwise, the product/landing pages offer scrolls to an FAQ overview, a cross-promotion, a SKU overview and reviews again. Good, clear, simple, & well-architected.

Surprisingly, there’s no brand story on this site.
- Appreciate not distracting people with narrative in global nav, but we’ve clearly learned that there is quite a lot to Brez. It should be teased throughout the site and at least linked from the footer nav.
There is a (wisely) concealed “Learn” section that can be found from the footer, that links to the usual SEO blogs.

Email

Signed up for email. Too much frequency (9 in the last 8 days).
Pretty standard fare. Stunting around new free shipping (with $100 orders) and key usage occasions, an FAQ pullout, mocktails and mocktails, etc.
Do like the two-address approach, with one stripped down/image free, more personal tranche coming from the “account” of a Brez staffer. Something to this.

TikTok

“Brez” is owned by a pro brofluencer.

About three scrolls worth of UGC reviews under “Drink Brez.”
No one with any scale/they all look organic.
All women. All glowing reviews.
Nothing particularly interesting. Nothing viral

YouTube

Mostly boxed out by “BroBrez,” who’s bio says, “i scale brands with paid ads and document my cool lifestyle as a young entrepreneur Ig @brezscales.”
- Depending on targeting shifts, the brand could do something hysterical with this kid; he’s like a parody already.

Brez maintains a small YT channel, likely for SEO purposes.

Four big scrolls worth of UGC reviews, all positive. Just like TT, all from small/non-pro creators.
Awareness but not advocacy.

Instant Takeaway

Brez is an emerging heavyweight, perhaps the “Conscious Consumption” champ. Playing the social and ad game well & to great effect. Incredible foundation and a founding team that can sell its ass off. Likely the standard against which the rest of the category will be measured. If escape velocity has not yet been achieved, it’s looming.
B2B brain loves the brand, but B2C heart doesn’t feel acknowledged or touched by it. That’s probably deliberate, but if the brand’s, ambition is as great as it seems, it’s going to need to open up to broader audiences and tap into its depth.

Potential Optimizations

Carve out & apply a more distinct global look/feel
- Likely that contemporary psychedelic look from the website
Examine your targeting thinking a bit
- Ads give a clear sense of who the brand is for, but not sure that carries through to the rest of the comms…
Focus messaging more, committing to the right 3-4 hooks then going deep with each.
Commit to the tag, whip up a new one or perhaps proceed without one.
- Taglines can be a bit archaic…Bring more of the LI energy & content to IG
Blow out event content
Hone then leverage your story on .com. While you’re there:
- Clean up IA on informational pages
- better highlight/create a clear section for FAQs.
More branded SEO
Partner with interesting pro influencers
Keep pushing with research/consumer insights efforts, using it both for insights and for consumer engagement
Get more of those key images above the fold in emails
- And push harder that “more personal” email strategy… Maybe tie the CEO back in here.
Ads
- Hammer a few key headlines (see message focus, above)
- Maybe employ a little more energy?
- Try a full “conscious consumption” campaign and perhaps some other more conceptual thematic

Do you have additional thoughts on this brand? Have you seen more of their marketing? Can you help connect the dots? Please share your knowledge, takes, questions, and/or examples so we can build on this post.