Zero dB: “Noise-Cancelling for Your Mind”

Zero dB: “Noise-Cancelling for Your Mind”

A calming beverage that isn’t cannabis — but still uses cannabinoids.

Zero dB is a pioneer in a new category: beverages using cannabinoids derived from non-cannabis plants. That means no THC, no CBD, no licensing restrictions — and grocery-store access. Bob’s Your Uncle helped position Zero dB as the drink that turns down the internal noise of modern life.

Coverage

Strategy — “Zero dB launches noise-cancelling beverage line”

URL: https://strategyonline.ca/2020/03/04/zero-db-taps-into-calm-with-new-campaign/

“Zero dB is carving out a new space for beverages infused with cannabinoids from non-cannabis sources.”

“Bob’s Your Uncle developed the brand platform ‘noise-cancelling for your mind,’ positioning the beverage as a natural way to reduce mental chatter.”

“The creative avoids cannabis cues entirely to keep the brand firmly in mainstream retail channels.”

Why This Matters

Zero dB is a masterclass in navigating regulation through brand strategy:

• You can’t market cannabis beverages in grocery stores.
• You can market cannabinoid beverages if they come from plants like cacao or echinacea.
• The right brand story can normalize a category before competitors arrive.

This kind of strategic category invention is a hallmark of Bob’s Your Uncle’s impact in F&B innovation.