The Challenge
Carbliss wanted more than another entertaining commercial to run across platforms. The campaign needed to challenge the perception that Carbliss is “just for women,” encourage more male consumers to see themselves choosing Carbliss, introduce comedy as a recognizable part of the brand, and spark conversation that expanded its audience.
The objective was simple: shift perceptions through humor while strengthening Carbliss’ identity as a brand everyone can enjoy.
The Solution
FifthColor partnered with the improv experts at Second City for a collaborative creative workshop, exploring nearly 15 concepts before narrowing to three finalists. “Lipstick” emerged as the clear choice with an unexpected, character-driven story that challenged stereotypes through humor rather than direct messaging.
The strategy was simple: entertain first and let the message come through naturally.
Creative Development
Following the workshop with Second City, the team refined the winning “Lipstick” concept into a fully developed commercial, from script and casting to wardrobe, pacing, and brand representation. Every decision was made to maximize entertainment while naturally challenging perceptions of the brand.
Commercial Production
FifthColor led production start to finish, from initial concept to final delivery. Expressive performances and visual storytelling let the humor carry the message without feeling forced or overly promotional.
Multi-Channel Distribution
The finished commercial rolled out across Carbliss’ digital channels, with additional placements on streaming TV and in stadiums, extending its reach and encouraging sharing, conversation, and stronger brand recall among existing and new audiences.
Why It Worked
The “Lipstick” campaign worked because it challenged perceptions through humor instead of traditional advertising. By pairing strategic insight with memorable creative, FifthColor helped Carbliss push back on an outdated assumption while reinforcing a more inclusive, approachable brand identity with a spot that entertained.
Key Takeaways
The best brand storytelling challenges perceptions through creativity, not convention.
- Comedy can carry a strategic message without feeling like an ad
- Challenging a stereotype can broaden a brand’s appeal without alienating its core audience
- A memorable idea builds brand recall as effectively as direct messaging; sometimes more so
