Craig van Niekerk, Global VP of Marketing for Malibu and Kahlúa, said: “We’re over the top and proud. But rather than run away from a sense of being ‘too much’ for the everyday, we’re embracing it – with an exuberant, comic twist in these adverts with Salma at the helm. We are embracing our Mexican personality to inspire a new generation of home mixologists with a fun and dramatic alternative. Cue a guitar chord [*TWANG*]”
The new brand platform, created in collaboration with global creative agency Wieden+Kennedy London, has been injected with the excitement of drinking Kahlúa – from playful films starring Salma to the brand’s bold new design world, seen across a broad range of Kahlúa’s key visuals and digital assets.
Speaking on the creative process, Philippa Beaumont and Freddy Taylor, Creative Directors at Wieden+Kennedy London, said: “Creating a new platform for an iconic brand is always an exciting challenge, especially when you get to throw novela gasps, door kicks, and Salma Hayek at it. Our new “Stir Up” platform captures the anything-but-expected nature of Kahlúa, giving us a really playful role in people’s lives. We’re excited to “Stir Up” more things with Kahlúa.”
To coincide with the Stir Up advertising campaign, Kahlúa has had a wardrobe change, unveiling a shiny new outfit for its distinctive brown bottle. The refreshed label design pays homage to Kahlúa’s Mexican heritage that dates back to 1936 and retains its iconic yellow and red wording – but with a playful modern take.
The advertising campaign will start in the USA, Canada, China and Nordics in November, and the UK in February, while the redesigned bottles will take over shelves across key retailers in the USA from November, before being rolled out across the UK, Canada, South Korea, China and Australia in the coming months. Salud!
[END DRAMATIC MUSIC]
[*TWANG*]