Fireball is a Canadian, cinnamon flavored whisky that recently has become a best seller at both bars, restaurants and Systembolaget.
Pretto PR helped Fireball with idea and concept development, and introduced a collaboration between the whisky brand and the hyped, Swedish tattoo studio Salong Betong. The collaboration resulted in a limited edition clothing collection.
The collaborative collection was first meant to be used internally by Fireball and Salong Betong, and by bar and event staff to the strengthen Fireball’s brand identity. However, the public’s demand for the collection became so great that the garments were made available for purchase.
The collaboration generated a lot of media coverage, and Fireball’s target group chose to wear the clothes as ambassadors for the brand.