Charlotte's Web generated more than 9,000 emails to legislators and California Governor Gavin Newsom after a July regulatory change eliminated consumer access to full spectrum hemp products in the state. The Colorado-based botanical wellness company responded with Route CBD, a seven-city mobile tour that ran from Aug. 10 to Sept. 11 across Nevada and California.

"We thought to ourselves, 'Well, if we can't sell it online or in retail, we'll sell it across the border,'" Mindy Garrison, chief commercial officer at Charlotte's Web, told Event Marketer.

What did the tour actually do?

The truck stocked hemp products consumers could legally purchase. It also functioned as an advocacy hub, inviting attendees to share personal stories and write letters to their legislators and Governor Newsom. Those letters added up to the tour's headline figure: more than 9,000 emails.

Awareness, advocacy and access anchored the activation — a first of its kind for the brand. The truck doubled as a content studio, with the team capturing video of attendees to amplify across social media.

"We are giving them that platform," Garrison said. "We set out from the very beginning with the idea that Route CBD needed to feel like a refuge, like a destination, somewhere where you're welcome, you can receive education, be a part of a community and not feel ostracized."

Which stories stood out?

One of the most impactful came from the first family to arrive at the Las Vegas stop. They drove three hours from San Bernardino, CA, to buy product for their daughter. Charlotte's Web plans to compile footage from families like the Morales family, gathered at Route CBD stops, into a short documentary — and its intended audience is federal regulators.

How did the brand maximize reach?

To cover as much ground as possible, the company moved the truck to different locations in each city once or twice a day, posting each stop on its social channels and website. Street teams handed informational flyers to passersby. Accessibility extended to a personal touch: the driver and tour manager gave out his personal cell phone number, Garrison said.

Agency partner on the program: Moment.

What comes next?

Garrison's only regret is operational, not strategic — she would start planning earlier next time. With video footage from the tour now destined for a documentary aimed at federal regulators, Charlotte's Web has converted a state-level sales ban into a federal advocacy asset.