SUCKER PUNCH
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.
Product strategy
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.
Branding
Building a
bold brand
We set out to build a brand equal parts tenacious & delicious. That meant developing mouthwatering flavor names, creating an iconic logo, making eye-catching colorways, and finding a voice that stands out among other low-alcohol options. And from there, Sucker Punch was born.
Values
We knew early on this would be a slightly spiked punch, crafted for those who dare ot drink differently. After trying 307 unique names, Sucker Punch came to be.
Voice and tone
We knew early on this would be a slightly spiked punch, crafted for those who dare ot drink differently. After trying 307 unique names, Sucker Punch came to be.
Visual identity
We knew early on this would be a slightly spiked punch, crafted for those who dare ot drink differently. After trying 307 unique names, Sucker Punch came to be.
Campaign
1OO%
trouble
1
To launch Sucker Punch across the US, we took to social and the streets. Our 100% Trouble campaign came to life across OOH and digital placements, including an interactive TikTok filter to help users tap into their inner troublemaker.
Process
Explorations
