Charlotte's Web is the founding brand of the modern CBD industry, built on a true story of a child with epilepsy that sparked global awareness of hemp's potential.
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See all ads on AdLibrary →Charlotte's Web (charlottesweb.com) was founded in 2013 by the seven Stanley brothers in Boulder, CO after their hemp strain helped a girl named Charlotte Figi manage severe epilepsy. The brand is the #1 selling CBD brand in the US, sold in 20,000+ retail doors. Also searched as Charlotte's.
Charlotte's Web leads with emotional heritage — the Charlotte Figi story is the most powerful origin narrative in CBD. Ads blend credibility markers (clinical studies, NSF certification, 10+ years of trust) with benefit-driven copy for mainstream wellness audiences. The Charlotte's Web ad library shows a mix of awareness and conversion creatives spanning Google, Meta, and programmatic display.
On Meta, Charlotte's Web runs benefit-segmented campaigns: sleep products target evening scrollers, stress formulas target working-age adults during commute hours, and recovery products target active-lifestyle audiences. The brand uses both video testimonials and clean product photography.
Key copy themes: trust built over a decade, science-backed formulations, and purpose-driven business. The brand frequently references its proprietary hemp genetics and vertically integrated supply chain. Seasonal campaigns (New Year wellness, summer activity) add purchase urgency.
Charlotte's Web proves that a genuine founding story, maintained authentically over years, is a durable competitive moat. While competitors compete on price and formulation, Charlotte's Web occupies the emotional high ground — a position that is nearly impossible to manufacture after the fact.
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