Malört tastes like…

The notorious wormwood-based schnapps is a challenge to drink, and its undefinable unsavoriness is an even greater challenge to communicate.

That’s from a piece in Chicago magazine a few years ago that compiled a list of things that various people had said about the taste of Jeppson’s Malört liqueur.  It included noteworthy opinions such as these:

It tastes like pencil shavings and heartbreak.

It tastes like someone vomited up their gin and now you're drinking it from a shoe.

It’s like swallowing a burnt condom full of gas.

Well, the brand is now formally inviting descriptions that may well  be used on its label.  To set the ball rolling, it has put out a campaign with some very NSFW comparisons.

Couch slander, now a campaign ad (NSFW)

It started with a baseless rumour on social media about J.D. Vance that went viral, and then made news headlines.

Things escalated when John Oliver chimed in, offering ‘reasons’ for the widespread interest, as well as his own personal take.

Somewhere along the line, the Democrats first made veiled references, then Tim Walz saw an opportunity to dish out a sly one-liner on the campaign trail.

Which brings me to this campaign ad—an expletive-laced promotion for a spoof product, that is the brainchild of creative agency Quality Meats. In contrast to the tongue-in-cheek humour of everything before it, this is a lot more direct and in-your-face.

Link to video

Packed Car, Packed Headline (NSFW)