US. Pernod Ricard-owned Kahlúa has announced a new global advertising campaign which focuses on the brand’s Mexican heritage. The campaign will appear in print, television and out-of-home.
The Explore Your Curiosity campaign will debut this month in the US, Canada and Australia and will also run in Japan, Denmark, Sweden and Finland.
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The television campaign
The television commercial, which stars Will Janowitz from The Sopranos, was shot in Mexico City by Belgian director Lieven Van Baelen, who has also done commercials for Heineken, Coca-Cola and Nissan. The commercial ran in Canada from 5 November and will run in the US from 12 November on cable networks.
Two further executions will run in selected markets in Winter 2007. One features two new Kahlúa flavours, Kahlúa French Vanilla and Kahlúa Hazelnut, and the other reinforces Pernod Ricard’s commitment to responsible drinking and features the tagline “˜Accepting Responsibility Rules’.
The print campaign
The print campaign was shot on location by Steve McCurry, the American photojournalist whose acclaimed photograph Afghan Girl has graced the cover of National Geographic magazine.
Six print advertisements were set to run in Australia and Canada beginning this month.
On the idea behind the campaign, Malibu-Kahlúa International Senior Vice President of Marketing Cyril Claquin commented: “The mysterious origins and mystical heritage of Kahlúa inspire discovery and curiosity. In each execution, those who explore their curiosity are richly rewarded, an idea that we believe will inspire consumers.”
“The Explore Your Curiosity campaign builds on the exotic and intriguing personality of Kahlúa illustrated in the popular Everyday Exotic campaign,” said Susan Kilgore, Kahlúa Brand Director for Pernod Ricard USA. “The new executions further develop these qualities, applying them to Kahlúa’s mystical heritage and introducing a world of discovery.”
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The print ad features a Mexican landscape of ancient pre-Colombian pyramids to reflect the heritage of Kahlúa |
Click here to view the commercial and print ad.
About Kahlúa
Created in 1936, Kahlúa coffee liqueur is made from 100% Arabica coffee beans that are shade grown in the foothills of Mexico. The coffee is blended with the finest imported rums and sweetest vanilla. Kahlúa was awarded a silver medal at the 2007 International Wine & Spirits Competition.
For details, e-mail Sarah Margulies, Malibu-Kahlúa International, at Sarah.Margulies@malibu-kahlua.com or Shawn Starbuck Kelley, Pernod Ricard USA, at Shawn.Kelley@pernod-ricard-usa.com
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