Overview
Carbliss partnered with FifthColor to bring its winter campaign to life through a fully integrated marketing approach that connected storytelling, digital engagement, and retail activation. The Frozen & Flawliss® campaign positioned Carbliss as the perfect companion for the perfect winter moments.
Rather than treating winter as an off-season for ready-to-drink cocktails, the campaign reframed the season as an opportunity to deepen consumer engagement. Through cohesive creative, experiential photography, a multi-phase giveaway, and consistent retail presence, Frozen & Flawliss® extended Carbliss’ lifestyle identity into the winter months.
The Challenge
Winter presents a unique challenge for canned cocktail brands. Consumers often gravitate toward heavier seasonal beverages, making it difficult for chilled beverages to remain relevant.
Carbliss needed a campaign that would:
- Reinforce the brand’s lifestyle positioning beyond summer
- Connect with consumers across different winter experiences
- Drive sustained engagement throughout the season
- Maintain consistency across digital, retail, and owned channels
The goal was not simply seasonal visibility, but a campaign capable of creating meaningful engagement across multiple touchpoints.
The Strategy
FifthColor developed a campaign centered on winter moments defined by contrast. Outdoor adventure and cozy relaxation coexist throughout the season.
The Frozen & Flawliss® concept captured this contrast through two complementary themes:
Frozen: outdoor adventure, snow, winter landscapes, and après-ski experiences
Flawliss: connection, warmth, friends, and relaxed gatherings
To sustain engagement throughout the season, the campaign incorporated a multi-phase giveaway that encouraged participation while reinforcing Carbliss as a brand connected to winter lifestyle moments.
The Execution
FifthColor led execution across all major touchpoints, ensuring a consistent, elevated brand experience.
Content & Creative Production
FifthColor developed a winter-themed creative that brought the Frozen & Flawliss® concept to life. The team produced on location photography inspired by après-ski culture and fireside gatherings, capturing both outdoor adventure and cozy winter moments. These visuals became the foundation for the campaign’s social content, digital media, and retail creative.
Consumer Participation
To sustain engagement throughout the winter season, the campaign incorporated a multi-phase giveaway structure designed to encourage repeat participation. Each phase introduced new prize packages tied to seasonal experiences, culminating in a grand prize winter getaway that sustained excitement and participation through the campaign’s final weeks.
Digital & Owned Channels
To support digital engagement, FifthColor designed and developed a dedicated Frozen & Flawliss® landing page that served as the central hub for the campaign’s giveaway. Email newsletters and social content directed audiences to the page throughout the campaign.
Digital & Owned Channels
To support digital engagement, FifthColor designed and developed a dedicated Frozen & Flawliss® landing page that served as the central hub for the campaign’s giveaway. Email newsletters and social content directed audiences to the page throughout the campaign.
The Results
12,386 giveaway submissions sustained participation across multiple campaign phases.
221,326 campaign pieces were distributed across 56 locations nationwide, extending the campaign’s presence across retail environments.
Website engagement increased 15.72% year over year, signaling stronger consumer interaction compared to the previous winter campaign.
Social content tied to the campaign delivered 77% higher engagement on Facebook and ~20% higher engagement on Instagram compared to regular brand content.
Email campaigns averaged 36% open rates and 6.8% click rates, far exceeding industry benchmarks.
The Takeaway
The 2025 Winter Campaign proved that seasonality doesn’t limit great brand storytelling; it sharpens it. Through integrated strategy, original content, and thoughtful execution, FifthColor helped Carbliss turn winter into a defining brand moment.
