BIG DADDY 710Premium high. Heavy presence.
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Second signature lane
Phat Daddies is the Miami after-dark line inside Big Daddy 710. It keeps the premium standard, but reaches a different shopper through louder packaging, faster shelf recognition, and a distinct second-lane identity.
Built to bring in a second shelf personality, not a watered-down variation.
Useful when the mainline already covers premium credibility and the assortment needs a louder mood shift.
Why it matters
Phat Daddies lets the lineup speak to a customer who wants something brighter, more nightlife-driven, and less traditional than the main line.
The packaging and visual language are intentionally separate, so the second lane feels like its own real shelf story instead of a minor variation.
For stores and shoppers, that means more range in the case without giving up premium standards or a coherent product family.
Current products
The hero item for attention, feature placement, and giving the Miami lane a clear anchor product.
View 2g Phat DaddiesA cleaner repeat-buy format that keeps the same identity while fitting more naturally into menu rotation.
View 1g cartThe lane is strong enough to support more drops, more formats, and a bigger brand world over time.
Next step
Go to the product pages for the exact formats, or reach out if you want to discuss how the second lane fits your assortment.