Songs of Black FOlk
The challenge
Our research led us down aisle after aisle of the same white cans, zero-proof beers, and ultra boozy cocktails. That’s when we realized, our audience is tired of having to choose between basic, boring, bland—and the feeling of not fitting in.
Documentary
Enter
Sucker Punch
Among the growing trend of mindful drinking we found that Gen Z imbibes in 20% less liquor than their Millennial counterparts. The catch? Its not about switching to zero-proof. In fact, our research pointed toward a white space in the market—young adults are thirsty for something that’s low in alcohol and big on fun.
Our research led us down aisle after aisle of the same white cans, zero-proof beers, and ultra boozy cocktails. That’s when we realized, our audience is tired of having to choose between basic, boring, bland—and the feeling of not fitting in.
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Podcast
Enter
Sucker Punch
Among the growing trend of mindful drinking we found that Gen Z imbibes in 20% less liquor than their Millennial counterparts. The catch? Its not about switching to zero-proof. In fact, our research pointed toward a white space in the market—young adults are thirsty for something that’s low in alcohol and big on fun.
Our research led us down aisle after aisle of the same white cans, zero-proof beers, and ultra boozy cocktails. That’s when we realized, our audience is tired of having to choose between basic, boring, bland—and the feeling of not fitting in.
Process
Cinematic Highlights
