Consumers do not only want more energy. Increasingly, they are looking for ways to pause, moderate, and unwind.
Zech Francis, CMO of Recess, explains how the functional beverage brand is positioning calm as a counterweight to caffeine, overstimulation, and high-alcohol drinking occasions. He discusses how Recess makes relaxation feel relatable through everyday moments such as a difficult commute, an overloaded inbox, or the Sunday scaries, rather than relying on clinical language or complicated ingredient claims.
Francis also shares how Recess is building a platform that spans mood-support sparkling water, zero-proof mocktails, powders, and future innovations. He explores the marketing strategy behind turning a niche functional benefit into a broader consumer ritual, the value of getting "cans in hands" through sampling and retail, and the role of AI as a creative thought partner.
","author_name":"The Wharton School"}