As the Hemp-CBD Industry Booms, Here's What Brands Need to Know About the Trend

What landmines marketers need to avoid to prosper

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Cannabidiol—CBD for short—products aren’t just the latest fad. There’s baked goods (at By Chloe), a trendy sparkling water brand (Recess) and a beauty brand (Milk Makeup), but it’s not just small marketers stepping into the space. Late last year, rumors surfaced that The Coca-Cola Company was getting into the hemp-CBD industry, which analysts at the Brightfield Group project will reach $22 billion by 2022.

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This story first appeared in the March 4, 2019, issue of Adweek magazine. Click here to subscribe.