Malört

Situation

Jeppson’s Malört is a Chicago-born spirit famed (or infamous) for its extreme bitterness and cult status among locals and adventurous drinkers. As the brand grows beyond its local roots, Malört found a responsive creative partner to support its evolving needs, from bold brand campaigns to quick tactical design, photography, and digital content in RoboToaster.

Challenge

With a brand like Malort, there’s a high bar for creative. Each campaign has the opportunity to reinforce its mythology, or water it down. Every touchpoint, from billboards to pins and stickers requires quality, consistency and creativity.

Solution

Since 2016, RoboToaster has been deeply embedded in the Jeppson’s team as a creative partner. We are proud to lead creative workshops that explore provocative concepts, including helping land on and launch the “Do Not Enjoy. Responsibly.” campaign, as well as serving as their go-to production engine–designing, animating, and iterating on packaging, collateral, digital content and social assets.

Results

“Do Not Enjoy. Responsibly.” quickly gained attention, becoming a defining touchpoint in Malört’s marketing narrative as core to their brand voice. The campaign has been featured in dozens of press and creative outlets (e.g., the Daily Meal, Contagious, LBB), embraced by local Malört drinkers, and most importantly, helped support Jeppson’s journey to infamy beyond Chicago.