Overview
To truly own summer, a brand has to show up where summer happens.
For its 2025 seasonal push, Carbliss partnered with FifthColor to launch Flawliss® Summer, a fully integrated campaign designed to elevate brand visibility, drive trial of both the Tropical Bliss Variety Pack and Mango Vodka Cocktail, and strengthen emotional connections with consumers nationwide.
The result was a lifestyle-led platform that paired iconic summer moments with measurable retail impact, proving that when strategy, creativity, and execution work together, seasonal campaigns can deliver real growth.
The Challenge
Carbliss set out to do more than run a traditional summer promotion.
The brand needed to stand out during peak RTD season, introduce and drive trial for new product offerings, and build emotional resonance beyond functional benefits, all while delivering tangible retail results across on- and off-premise accounts.
The goal was clear: establish Carbliss as the drink of the season, not just another option on the shelf.
Strategy & Objectives
FifthColor developed Flawliss® Summer as a flexible, ownable platform rooted in how consumers actually experience summer.
Grounded in 2025 market dynamics (emotional wellbeing, social connection, and conscious consumption), the campaign aligned Carbliss with the moments that matter most. The platform positioned both the newly released Tropical Bliss Variety Pack and the Mango Vodka Cocktail as the newest must-have companions for warm-weather occasions.
The campaign was brought to life through rotating bi-weekly themes tied to iconic summer moments, ranging from hometown sports and lake days to festivals and travel, keeping the content fresh, timely, and highly shareable throughout the season. Each phase supported four core objectives:
- Grow engagement across social, website, and e-newsletter channels
- Boost interaction on both on-premise and off-premise retail accounts
- Elevate in-store presence through eye-catching POS and dealer loaders
- Increase in-store velocity for featured summer products
Execution
Flawliss® Summer came to life through a coordinated digital-to-retail rollout, ensuring consistency from inspiration to point of sale.
Lifestyle Content
On-location photography and video captured Carbliss at lakes, festivals, tailgates, and travel destinations. Assets were designed to flex across social, digital, e-commerce, and in-store environments, showcasing both the Tropical Bliss Variety Pack, Mango Vodka Cocktail, and other Carbliss flavors in authentic summer settings.
Giveaways & Sweepstakes
Each campaign phase featured curated, experience-driven prize packages, ranging from MLB tickets and tailgate gear to lake equipment, festival passes, and travel accessories, driving sustained engagement across a 60-day window.
Retail Activation
A nationwide POS rollout significantly expanded kit-packed displays across on- and off-premise accounts, reinforcing shelf presence during peak buying moments and supporting distributor execution.
Digital Engagement
QR-driven sweepstakes, social storytelling, and e-newsletter integration worked together to drive traffic and participation. Each phase directed consumers to custom-designed and developed landing pages, purpose-built to support the Flawliss® Summer experience, capture first-party data, and seamlessly guide users from inspiration to entry.
These landing pages played a critical role in building retargeting audiences, extending campaign life beyond each phase, and supporting future digital activation efforts.
Results
Flawliss® Summer delivered both scale and substance.
By blending experiential storytelling with retail execution, the campaign transformed seasonal energy into sustained brand momentum.
- 17,886 consumer sweepstakes submissions in 60 days (+10% YoY)
- 771% increase in POS displays produced and distributed nationwide year-over-year
- Elevated visibility and trial for the Tropical Bliss Variety Pack and Mango Vodka Cocktail
- Strengthened emotional and lifestyle positioning by tying Carbliss directly to summer occasions
Why It Worked
Flawliss® Summer succeeded because it treated summer as a series of lived moments, not a single promotion.
By aligning consumer insight, creative storytelling, digital engagement, and retail execution under one cohesive platform, FifthColor helped Carbliss show up consistently wherever summer happened, from backyard gatherings to festival crowds to the retail shelf.
The result was a campaign that didn’t just look good; it moved product, built connections, and reinforced Carbliss as a lifestyle brand.
