five
The cannabis beverage market is often split between low-dose "social" drinks and heavy-duty edibles. Five CBD needed to launch their new 10mg THC line—a higher-potency, fast-acting seltzer—to a consumer base looking for a reliable, bar-quality alternative to alcohol without the "guesswork" of traditional edibles.
The Solution
"High Potency, Higher Standards"
We positioned the 10mg line as the "gold standard" for the experienced cannabis consumer. The digital strategy focused on:
The "Liquid-Fast" Advantage: Emphasizing the rapid onset of the seltzer compared to traditional gummies to appeal to social drinkers.
Visual Transparency: Using clean, high-contrast lifestyle photography to normalize THC consumption in everyday "happy hour" settings.
Educational Content: Creating "Dosing Guides" that explained the 10mg experience, ensuring new and returning customers felt confident in their purchase.
Strategy & Compliance
Visual Navigation: I developed a "Social-Safe" visual language that prioritized brand aesthetics while adhering to strict platform policies. This involved the retouching of product hero shots to remove restricted THC callouts for platform approval without losing brand identity.
Creative Retouching: To maintain 100% ad approval ratings, I managed the strategic blurring and removal of restricted THC identifiers from product hero shots without compromising the premium "Bar-Quality" look.
Claim Integrity: I established a rigorous internal review process to ensure all copy focused on onset technology and lifestyle benefits rather than forbidden medical or effect-based claims.
Paid Assets
Also led a virtual photoshoot with new cans and two models capturing 75 pieces of content to use in all assets.
Led the Photoshoot for the product
Key Takeaway
The Five CBD 10mg Seltzer launch demonstrated that high-potency cannabis products can thrive in a restricted digital landscape through compliance-first creative. By pivoting the narrative from forbidden medical claims to premium lifestyle benefits and onset technology, the campaign successfully normalized THC as a bar-quality alcohol alternative. Maintaining a zero-strike approval rating on Meta and Google proved that a "Social-Safe" visual library is the ultimate growth lever for regulated brands.