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The Scope
Phillips Distilling enlisted Agency Squid to create and launch SixSip Hard Refresher—a new ready-to-drink alcohol brand designed to capture the attention of Gen Z consumers. From the ground up, Agency Squid led the brand strategy, naming, visual identity, packaging design, and go-to-market campaign. The goal was to build a vibrant, expressive brand that stood out in the competitive RTD and flavored alcohol space—fueled by bold aesthetics, culturally relevant storytelling, and digital-first creative that could thrive across social media and retail.
Roles
Research
Consumer Segmentation
Discovery & Strategy
Naming
Branding
Packaging | Concept & Design
Communications
Creative Direction
Production
Deliverables
Marketing & Branding Strategy
Branding & Art Direction
Copywriting & Brand Voice
Videography & Photography
Digital Presence
Website Design & Development
Social Media Strategy
Brand Launch
Client
Phillips Distilling
Company Type
B2C / B2B
Adult Beverage/RTD Beverage
Hard Refreshers
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THE CHALLENGE
When Phillips Distilling Company set out to launch a new ready-to-drink alcohol brand, they knew the landscape was changing fast—and that competing with heavyweights like BuzzBallz and BeatBox meant more than just putting another drink on the shelf. Our brief was simple but ambitious: uncover the best route to market based on trends and Phillip's Distilling's strengths—higher ABV, vibrant flavors, single-serve portability—and turn it into a lifestyle brand with magnetic cultural relevance.
MAJOR TRUTH
Gen Z consumers weren’t looking for another beer or basic seltzer—they wanted bold flavors, vibrant branding, and drinks that matched their expressive lifestyles. In a growing but fragmented hard refresher market, no brand had fully tapped into their craving for individuality, spontaneity, and aesthetic-driven choices. Agency Squid built SixSip Hard Refresher around this insight, creating a brand designed to stand out in the RTD alcohol space and steal attention (and market share) from legacy players.
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The most successful brand launch in company history
RESULTS
Surpassing sales goals
Beat initial sales projections by over 150%, securing key placements in Circle K, Target, Total Wine, and more.
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Credits: The Team
Creative Director: Petra Lee
Strategic Planning Director: Miles Marmo
Art Director and Designer: Nouchi Yang
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