five
Effectively introduce a higher-dose 10mg seltzer into a competitive THC beverage market and convince both:
Medium/high-tolerance cannabis consumers (to acquire), and
Lapsed 2mg seltzer customers (to re-engage),
that five’s new formula delivers a superior experience—faster onset, better flavor, lower sugar, and a more noticeable buzz—while carving out market share and standing apart from other high-dose drink brands.
the challenge
Launch and promote five’s new 10mg THC craft seltzer with a full-funnel campaign that grows the overall seltzer business, captures consumers who prefer stronger effects, and achieves $1M in sales within the first 6 months.
01. the campaign
The overall campaign was designed as digital-first, aligning with the company’s DTC model. We focused heavily on social platforms such as Meta and performance channels like AppLovin to drive awareness and conversion. Unlike traditional consumer brands, this campaign required navigating the added complexities and restrictions that come with marketing a hemp-derived product, which impacted targeting, creative, and ad approval strategies.
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