Veli-Pekka Pello is a founder of the first Nordic CBD beverage brand YSUB – the name means literally opposite of busy. Actively promoting a slower lifestyle and a holistic view on wellbeing, YSUB has launched a Zen Drink that reminds us to hit pause and focus on what counts. Recently YSUB made splash in the industry with their creative “Not for sale” ad campaign, which saw them advertising on billboards around the Finnish capital Helsinki a CBD drink that cannot be bought. The purpose of the campaign was to fight the stigma around CBD and legal cannabis in general and to highlight the discrepancies caused by unclear legislation.

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