Alcohol Industry News

This CBD Brand Bought 54 Outdoor Ads for a Drink It's Not Allowed to Advertise or Sell

YSUB hopes to urge a conversation about Finland's "unclear" cannabis laws

As the Finnish brand fights for legislation reform at home, its planning a rollout in the Netherlands and the U.K.
As the Finnish brand fights for legislation reform at home, it's planning a rollout in the Netherlands and the U.K.YSUB
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By Sara Spary

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Cannabis and products derived from it are still illegal in many countries around the world, including in Finland. To push for legislative change and garner consumer recognition, a Finnish CBD drink brand found a novel way to gain attention: By advertising products consumers can’t even buy.

YSUB (the unusual name is literally the reverse of “busy”) took out 54 billboard ads around Helsinki to promote its CBD beverage—none of which can be sold in the country.

The

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Sara Spary

Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.

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