• by Les Luchter , October 4, 2023

Halls, which has been including “pep talks” on many of its wrappers for over a decade, has now teamed with rapper Latto to pen a bunch of them.

“I wrote ‘pep talks’ inside their wrappers to give you that energy to be the boss you are,” Latto says in a :30 video and cutdowns from the David Miami agency running on YouTube, TikTok and Meta platforms. Latto then suggests that viewers “check ‘em out on Amazon.com.”

Latto’s 16 “pep talks” include such words of encouragement as “belief in relief” and “keep your crown on.”

Once on Amazon, viewers can read all of Latto’s messages -- and soothe their throats -- by buying a jar of “Latto Limited Edition” Halls Relief Honey Lemon Cough Drops. For $14.47, they'll get 250 drops.

Alex Derring, Halls brand manager, tells Marketing Daily the Latto partnership “brings a new, modern voice to the Halls brand and allows us to reach a younger audience,” adding that “we hope all consumers enjoy” the new wrappers.

Derring says Halls approached Latto due to her “fresh lyrics” and because “she is always very inspirational in the studio or on stage…. We asked for her inspiration in updating our wrappers.”

It also didn’t hurt that, as Latto says in a statement accompanying today’s announcement, “Halls has always been my go-to when my throat is irritated, and the pep talks on the wrappers provide lighthearted emotional relief when I’m not feeling my best.”

Halls is also asking fans to comment on the brand’s Instagram posts with their own original pep talks. “Select comments may be chosen and featured on Halls wrappers next year,” the brand says. 

Derrnig didn’t rule out Halls working with other celebrities or rappers on future wrappers.

Halls is marketed by Mondelez International.