Kahlúa's Spots Bring Excitement to Everyday Occasions
Laura McQuarrie — October 24, 2023 — Pop Culture
References: campaignasia
Kahlúa, a renowned coffee liqueur brand, launched a bold campaign that challenges consumers to venture beyond their usual occasions and explore the versatility of its product in various creative and unexpected ways. In a series of novela-inspired spots starring actor and producer Salma Hayek, Kahlúa shows how easy it is to "stir up" everyday occasions with a splash of its coffee liqueur.
The campaign was created based on the insight that more adults are enjoying drinks at home as a result of higher costs of living, and the spots are infused with melodramatic flair that draws from daytime soap operas. In one spot, Hayek can be seen lounging at home in a luxurious dress, telling viewers: "You’re not a couch potato, you’re a couch Espresso Martini!"
The campaign was created based on the insight that more adults are enjoying drinks at home as a result of higher costs of living, and the spots are infused with melodramatic flair that draws from daytime soap operas. In one spot, Hayek can be seen lounging at home in a luxurious dress, telling viewers: "You’re not a couch potato, you’re a couch Espresso Martini!"
Trend Themes
1. Enhanced At-home Drinking Experiences - The Kahlúa campaign taps into the growing trend of adults enjoying drinks at home, inspiring them to elevate their at-home drinking experiences.
2. Versatility of Liqueurs - Kahlúa showcases the versatility of its coffee liqueur by demonstrating how it can enhance a wide range of occasions beyond traditional cocktail recipes.
3. Melodrama-inspired Marketing - The novela-inspired spots by Kahlúa utilize melodramatic flair to captivate viewers, offering a unique approach to marketing in the beverage industry.
Industry Implications
1. Beverage - The Kahlúa campaign presents an opportunity for beverage companies to explore innovative ways of promoting their products and targeting consumers who enjoy drinks at home.
2. Advertising - The novela-inspired spots by Kahlúa showcase the potential for captivating storytelling and melodramatic marketing strategies in the advertising industry.
3. Hospitality - The campaign highlights the potential for coffee liqueurs like Kahlúa to elevate everyday occasions, presenting an opportunity for the hospitality industry to offer unique and exciting drink experiences.
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