American hot cocoa brand Swiss Miss has teamed up with Hotel Tango Distillery to launch a delicious new offering: 'Shmallow Toasted Marshmallow Whiskey.
A new campaign helmed by creative agency Young & Laramore, which also crafted the bottle packaging design, marks the extra-special occasion.
Conagra-owned Swiss Miss is collaborating with a liquor brand for the first time, while Hotel Tango is launching its first flavored version of its toasted marshmallow bourbon offering, 'Shmallow.
The bottle's packaging, also designed by the agency, depicts an adorable winter scene as Swiss Miss herself sleds down a mountain with 'Shmallow mascot Fletcher the cat.
In a statement, Young & Laramore Marketing VP Brad Bobenmoyer discussed Hotel Tango's goal of generating brand awareness by introducing 'Shmallow to a wider audience:
"We had a relationship with Conagra and knew their current marketing strategy was to lean into brand collaborations. Pairing the toasted marshmallow flavor of 'Shmallow with the iconic Swiss Miss hot cocoa brand was a collaboration we knew needed to happen."
The campaign will involve OOH advertising with more activations in the distillery's main markets using content created by local Indianapolis influencers.
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The campaign also includes the creation of a special Swiss Miss 'Shmallow cocktail called the "Ember 'Shmallow Old Fashioned" from Netflix's Drink Masters winner LP O'Brien.
In other whiskey-related news, the Kentucky Bourbon Trail recently launched a massive global campaign to celebrate its 25th anniversary.
Warm and Toasty
According to Bobenmoyer, the nostalgic new flavor is a perfect mix of the two brands' identities and is aimed at adult drinkers looking for an exclusive, limited product.
Cheeky billboards in strategic locations highlight the drink's mischievous nature.
Additionally, the brands also produced special merchandise, including pins and little cocoa cups.
Striking a good balance between the identities of Swiss Miss and Hotel Tango, Young & Laramore does a good job of building a cohesive brand voice.
Overall, the campaign represents each brand with equal amounts of irreverent comedy and timeless charm.
Editing by Katherine 'Makkie' Maclang
