To bring this to life, we tapped into Canada’s most iconic vodka-based cocktail—the Spicy Caesar—and partnered with beloved Canadian snack brand Hardbite Chips to create a limited-edition Spicy Caesar Kettle Chip, available in Ontario, British Columbia, and Alberta. The collaboration featured co-branded packaging and was made avaialable as a gift-with-purchase at select liquor stores across the country, ensuring Mailroom was part of all sorts of at-home gatherings, from brunch to backyard barbecues and playoff nights. The launch was supported by in-store tastings (pairing Mailroom Vodka with Hardbite chips), organic content across both brands’ social channels, a national contest giveaway, and an integrated PR push spanning earned and paid media relations, influencer seeding, paid digital, and guerrilla sampling—all designed to generate buzz and drive trial.