Freshly vaxxed and breaking back into the dating game? If you’re feeling rusty, one CBD-infused sparkling water brand wants to help.
“Find out if your date got Pfizer or Moderna. If it’s a match, start planning your wedding. This is how we date now,” reads a piece of dating advice in Recess’s new zine, which doubles as a “Guide to Re-Entering Society” post-lockdown.
This weekend, Recess will open a pop-up store in Nolita to give away the guide…and many a can of Recess bevvies, of course.
- Within the zine, artists like Brian Rea, illustrator for The New York Times’ Modern Love column, and New Yorker cartoonist Liana Finck depict very 2021 instructions for navigating a restaurant, dating again, going to parties, and getting dressed.
- The rag isn’t exclusive to Manhattanites. It’s also being distributed at local stores in LA, San Francisco, Seattle, Chicago, and Nashville + comes with every drink purchase on the brand’s site.
- Recess is promoting the event and corresponding zine across its social media channels, primarily Instagram.
Marketing Brew sat down with Recess founder and CEO Ben Witte, Director of Brand Marketing Andrew Courtien, and Creative Lead Thatcher Jensen to chat about diving back into events, the campaign’s influencer marketing strategy, and the brand’s sentiment-driven (versus data-driven) approach to advertising.
Pop goes the lockdown
The Recess pop-up might be one of the first IRL events we’ve written about this year, but it’s…