Update on marketing initiatives and YouGov survey
Press release
13 July 2022
Cellular Goods PLC
('Cellular Goods' or 'the Company')
Update on marketing initiatives with Condé Nast
YouGov consumer survey shows increasing brand awareness
Cellular Goods (LSE: CBX), a UK-based wellness company providing premium consumer products formulated with lab-produced cannabinoids, is pleased to provide an update on its marketing initiatives through Condé Nast, and the results of a consumer survey commissioned by the Company from pollsters, YouGov.
The Company has been named as the Official Wellness Partner of GQ Heroes, British GQ's annual top-tier business and creative industries summit taking place between 13 and 15 July 2022. The GQ Heroes sponsorship is part of the Company's ongoing partnership with Condé Nast, the global mass media group, signed in February 2022 as part of Cellular Goods' nationwide marketing campaign.
The event is a major consumer-facing annual fixture and will help raise awareness of the Cellular Goods brand, products and the wellness benefits of lab-made cannabinoids, as well as to reach more than two million people through the print, social and digital coverage of the event. Further to this visibility, the Company's marketing activities around the event will be enhanced with Cellular's influencer strategy. As part of this the Company will utilise top influencers with estimated 1.35m combined followers across Instagram, YouTube and TikTok, that will raise awareness of the Cellular Goods brand during the event with targeted social posts.
Cellular Goods' logo and branding will feature on the event's official website and throughout the event venue. Additionally, there will be a Cellular Goods branded 'Wellness Bar' and a Yoga session on the second day of the event hosted by the Company. This year's GQ Heroes summit will explore the relationship between luxury, media, wellness and mental health, and feature an array of high-profile celebrity speakers and performers including Ewan McGregor, Rowan Atkinson, FKA Twigs and Daisy Edgar-Jones.
Additional marketing initiatives
Following the Company's outdoor campaign between March and May 2022, Cellular Goods has continued with its targeted marketing and influencer-led content aimed at upscale audiences, using publishers such as Sheerlux, Evening Standard, as well as Conde Nast and Hearst online resources. Through the Company's ongoing influencer campaign, since March 2022 the total reach of influencers that have posted on behalf of Cellular is estimated at 7m, based on their combined Instagram followings.
In addition, Cellular has continued to increase consumer sampling, an important consumer goods sector tool for driving future sales. On 27 May, Cellular Goods via ES Magazine, published by the Evening Standard, distributed 20,000 samples of its products to the magazine's readership enclosed in an edition with front and back-page wrapper advertisements for Cellular Goods. In total, the Company has distributed more than 45,000 samples of its star serum product using various distribution methods.
Additionally, Cellular Goods will be the focus of Vogue Magazine's popular '5 things you need to know' online video feature that will be published this summer. The video by Condé Nast's flagship title will be hosted by Hannah Coates, editor of Vogue Beauty and focus on Cellular Goods' rejuvenating serum and the unique anti-aging and age-prevention benefits of the Company's proprietary CBG skincare blends.
Independent YouGov survey
The Company is also pleased to report that it has achieved significant consumer awareness of its brand following a step-up in marketing activities in the past three months. A recent YouGov survey of 500 adults found that 5.4% of the respondents were aware of the Cellular Goods brand.
The results were comparable to longer established industry brands such as Cannaray and Trip at 7.8% and 6% respectively, with industry leader Love Hemp on 16%. Cellular Goods has made excellent progress to establish itself within the cannabinoid space, just three months after the launch of its full-scale marketing campaign.
The survey also found that awareness of CBD and CBG of those surveyed stood at 42.8% and 9.6% respectively. Furthermore, the main skincare concerns raised by those surveyed were visible signs of aging, such as wrinkles and dry skin, sensitive skin and sun damage. Cellular Goods' skincare products are suitable for sensitive skin and are proven to tackle the visible signs of aging caused by sunlight and UV exposure meaning Cellular is well placed to address this market.
Anna Chokina, Chief Executive of Cellular Goods, commented: "We are delighted to have been named GQ Heroes' Official Wellness Partner as part of our existing partnership with Condé Nast. Cellular Goods will feature throughout the high-profile event, enabling us to not only grow the Company's profile, but also to educate key figures in sectors such as fashion, media and beauty about our products and the wellness benefits of cannabinoids.
"YouGov's survey demonstrates how the marketing initiatives we implemented and budgeted for just a few months ago have taken Cellular Goods from being a virtually unknown brand to coming close to some much longer established names. Strong brand recognition is fundamental to delivering revenue growth and I am hugely encouraged our investment and strategy will enable the Company to achieve its long-term potential."
For further information please contact:
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Cellular Goods |
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Anna Chokina Chief Executive Neil Thapar Investor Relations |
via Tancredi +44 207 887 7633
+44 787 645 5323 |
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Tennyson Securities |
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Corporate Broker Peter Krens |
+44 207 186 9030 |
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Novum Securities |
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Corporate Broker Colin Rowbury Jon Belliss |
+44 207 399 9427 |
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Tancredi Intelligent Communication |
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Media Relations Helen Humphrey Gabriela Amaya Garcia Charlie Hobbs |
+44 744 922 6720 +44 791 503 5294 +44 789 755 7112 |
Note to editors
YouGov Survey:
The independent survey commissioned by Cellular Goods and prepared by YouGov on 1st of June 2022 featured responses from 500 adults in the UK who have spent a minimum of £150 on personal care in the last three months.
About Cellular Goods PLC:
Cellular Goods is a UK-based wellness company that provides premium products based on lab-made cannabinoids. It was established in August 2018 to develop efficacy-led and research-backed cannabinoid-powered wellness products. The initial focus is on three product verticals: Function Better, Feel Better and Look Better. These three verticals encompass Cellular Goods' premium CBG skincare and CBD ingestible and topical athletic recovery products, with the first products launched in December 2021 initially through the Company's website. The Company's shares are listed on the main market of the London Stock Exchange. www.cellular-goods.com
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