Production // Photography // Post Production
Malört
“Tastes Like”
Agency:
Quality Meats Creative
Director:
Adam Moorman
Malört is Chicago’s most infamous shot: a bitter herbal liqueur that locals pour for newcomers as a rite of passage, mostly to watch their faces. As the brand expanded into new markets, it needed to turn that notoriety into recognition.
Quality Meats built the campaign around the one thing every Malört drinker does instinctively: describe the taste in the foulest, most visceral way possible, just like people already do on Reddit. The best (worst) of those descriptions became the new labels on Malört bottles.
The BMP Film Co. handled production and photography, capturing the reactions that make Malört legendary and shooting the relabeled bottles so they look as good as the descriptions are disgusting.
