Tala Coffee Roasters - Malört Latte - April Fools’ Day Campaign
For April Fools' Day 2026, I developed a playful campaign introducing the Malört Latte, a fictional specialty drink inspired by one of Chicago's most infamous spirits.
Leaning into Tala's experimental approach to coffee and its Chicago roots, the campaign used humor and local culture to create a memorable brand moment. Through a coordinated collaboration with Jeppson's Malört, the rollout of social media content, email marketing, and editorial storytelling, the concept was brought to life across multiple customer touchpoints.
Creative Campaign
Social Media
Brand Storytelling
Email Marketing
The Concept
What happens when specialty coffee meets Chicago's most notorious spirit?For April Fools' Day, the Tala team came together to develop the Malört Latte: a fictional menu addition inspired by the city's famously polarizing liquor.
Rooted in Chicago culture and Tala's playful brand personality, the campaign leaned into humor, unexpected product storytelling, and a little local controversy. What started as a collaborative concept became a multi-channel campaign designed to look, sound, and feel like a genuine product launch.
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A playful social rollout introduced the fictional drink and brought the campaign's humor to Tala's Instagram audience.
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A dedicated email carried the product-launch concept into the inbox, using campaign-specific copy and creative to make the fictional latte feel like a real menu debut.
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An editorial-style blog post gave the idea a little more room to breathe, building out the story behind Tala's most questionable new drink.
The Execution
I led the campaign's creative development and coordinated its execution across social media, email, and the Tala website. I developed the campaign messaging and wrote all supporting copy, creating a consistent voice and narrative across each touchpoint.
The rollout included original social media content, a dedicated email campaign, and an editorial-style blog announcement, bringing the fictional product to life through a cohesive mix of visual creative and brand storytelling.