Wednesday, November 10, 2010

Kahlua Campaign Returns Brand To Its Heritage

By Aaron Baar, MediaPost.

Kahlua wants to be clear about a few things: It's not a creamy liquor, and it hails from Mexico.

"There's a lot of consumers who believe it's a cream-based product, but it really isn't," Andrew Nash, brand director for Kahlua, tells Marketing Daily. "Also, about one-third of them thought it was from Hawaii."

The Pernot-Ricard brand is stressing its Mexican heritage and coffee and sugar cane roots in a new advertising campaign highlighting the brand as "muy delicioso." The effort from TBWA/Chiat/Day, moves away from the Mayan and Incan element of previous campaigns to one with a lighter touch that emphasizes the product's Veracruz origins and drinks that don't require a cream-based mixer.

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