What happens when you flip a massive female led brand on its head and build something just for the dads?

That was the challenge we took on with internet sensations Cat & Nat. Together, we co created DadTruths: a bold, digital first brand designed to speak directly (and honestly) to modern fatherhood. Rooted in humor, emotion, and premium lifestyle, this wasn’t a campaign, it was a category move.

At Space, we didn’t just support. We co developed the venture, bringing a voice, product, and platform to life for an audience that had been overlooked.

How We Made It Happen

• Cultural & Brand Insight: Identified a gap in the market - dads as the secondary audience in parenting culture, hungry for something of their own.

• Product Development: Created Mark & Marc’s Hidden Barrel Canadian Whisky, a limited edition launch product inspired by Cat & Nat’s “hidden husbands.”

• Brand Identity & Voice: Developed the look, tone, and humor behind @DadTruths, crafting an instantly recognizable personality that lives across channels.

• Timed Launch & Rollout: Activated around Father’s Day, turning a brand moment into a cultural one with direct to consumer product storytelling.

More than a whisky, DADTRUTHS is a replicable model for brand driven IP, showing how creators and companies can tap into culture with emotional relevance, smart positioning, and market ready execution.

We build brands with gravity.