five
The THC beverage market was becoming increasingly crowded, with high-dose offerings competing on potency alone. The challenge was to successfully introduce a new 10mg seltzer while appealing to two distinct audiences: medium-to-high tolerance cannabis consumers who expected a stronger, faster effect, and lapsed 2mg customers who had previously disengaged. The product needed to clearly communicate its differentiated benefits—without alienating either group or blending in with existing high-dose competitors.
the solution
We positioned five’s 10mg seltzer as a superior experience, not just a higher dose. The creative strategy focused on simplifying the message around benefits that mattered most to both audiences: faster onset, improved flavor and a more noticeable, balanced buzz. By anchoring creative to these proof points and delivering them through clear, performance-optimized storytelling, we reinforced credibility, maintained brand integrity, and differentiated the product in a saturated market—driving acquisition, re-engagement, and meaningful market share growth
01. the campaign
The campaign was executed with a digital-first approach aligned to the brand’s direct-to-consumer model. Media investment prioritized social platforms such as Meta for awareness and engagement, alongside performance-driven channels like AppLovin to support conversion. As a hemp-derived product, the campaign required navigating additional platform restrictions, influencing targeting, creative development, and ad approval processes throughout the funnel..
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