pink boats, freebies, and a pricey catch: Kosas’ DreamBeam Fleet campaign reviewed

I’ve been waiting all week to talk about this: Kosas’ boatload of branding — from dreamy execution to missed opportunities.

Just last week, Kosas launched its ‘DreamBeam Fleet’ — inviting people to live the summer dream by renting a perfectly pink branded boat, cruise around Newport Beach Harbor, and take home a major bundle of freebies. For those not renting, there’s still major ways to join in: spot the boats from the harbor, share a photo or video on TikTok or Instagram, and you could win a year’s supply of the newly launched SPF.

Source: kosas Instagram

At first glance, this campaign is a dream. Bubblegum-pink boats drifting through Newport, decked out in Kosas branding, stocked with free product, and primed for IG posts. It’s visual marketing in motion — a literal floating ad.

But beneath the surface, this major summer moment starts to get murky. We're diving into the real cost of participation, holes in the incentive structure, and the smarter strategic plays Kosas missed — including exactly how we’d fix them.