Kahlua® Celebrates Its Veracruz Heritage With the Launch of New Advertising Campaign - 'Delicioso'
Actress Ana de La Reguera, featured in new Kahlua TV spots, highlights the brand's unique combination of 100 percent Arabica coffee and sugar cane spirit
NEW YORK, Nov. 8, 2010 /PRNewswire/ -- Today, Kahlua®, the original spirit of Veracruz, goes back to its roots with the launch of its latest advertising campaign, "Delicioso." With a focus on the brand's origins – the heart of Veracruz, Mexico – the new campaign highlights its rich heritage and the compelling combination of 100 percent Arabica coffee and sugar cane spirit. Engaging consumers in the U.S. and Canada, "Delicioso" will feature executions across television, print, out-of-home and digital media.
Created by TBWA\Chiat\Day in New York and directed by Frederick Bond, the campaign features three 30-second television spots, shot in Veracruz, Mexico and featuring Ana de la Reguera, a prominent Mexican actress. Reguera was born and raised in Veracruz, and embodies the authenticity and alluring personality of Kahlua. In the spots, titled "Unexpectedly Delicioso," "Delicioso Ingredients" and "Spanish Intrigue," Reguera invites viewers to meet the people and explore the culture of her home state, while highlighting the origins and ingredients of Kahlua.
"With the launch of the new campaign, we invite our consumers to join us in celebrating the ingredients and heritage that makes Kahlua uniquely 'Delicioso,'" said Dan Lundberg, Kahlua Global Brand Director. "You will see the word "Delicioso" featured across all activations, lending its meaning to the lifestyle of Veracruz and the high quality, great tasting liquid that is Kahlua. We're also pleased to announce that Kahlua is donating $50,000 to help Ana establish her new foundation, designed to help Veracruz recover from Hurricane Karl, which ravaged the area days before we shot the ads."
The campaign was inspired by the architecture, imagery and vibrant colors of Veracruz and provides a glimpse of the brand's new visual identity. Print executions feature the iconic Kahlua bottle and Kahlua cocktails with the word "Delicioso." Communicating the rich taste and the versatility of the product, the executions feature cocktails, including the Kahlua Perfect Serve, the classic Kahlua Black Russian and Kahlua Espresso Martini.
Beginning in November, across the U.S., television spots will run on The Food Network, HGTV, TLC, TBS and the USA Network – and print ads will run in Cosmopolitan, InStyle, People, GQ and Esquire, among other magazines. Out-of-home executions will be seen throughout New York City, appearing in restaurants and bars, commuter station kiosks, as well as on commuter trains in New York and New Jersey suburbs. Executions will also appear in select markets across Canada, including Edmonton, Calgary and greater Toronto.
As part of Kahlua's new visual identity, the brand will also update its online destination, www.Kahlua.com, and launch a new iPhone application, a unique tool for consumers to engage in interesting conversations in social settings.
Kahlua's new "Delicioso" television spots can be viewed online at http://www.youtube.com/KAHLUAvideo.
SIGNATURE KAHLUA COCKTAIL RECIPES
KAHLUA PERFECT SERVE
Fill a rocks glass with ice. Pour the Kahlua over ice. Garnish with a zest of orange.
KAHLUA BLACK RUSSIAN
1 part KAHLUA
1 part ABSOLUT ® VODKA
Fill a rocks glass with ice. Pour the ingredients in order. Garnish with a zest of orange
KAHLUA AND GINGER ALE/SODA
1 part KAHLUA
Ginger Ale or Soda Water
Fill a tall glass with ice. Pour the ingredients in order. Garnish with a lime.
KAHLUA ESPRESSO MARTINI
1 1/2 parts KAHLUA
1 part ABSOLUT ® VODKA
1 part fresh brewed Espresso
Combine all ingredients into a cocktail shaker. Add ice and shake vigorously. Strain into a chilled martini glass.
The delicioso taste of Kahlua was first created in Mexico in 1936. Today, each bottle still begins in the heart of Veracruz, Mexico where some of the world's finest coffee grows at high altitudes under the shade of citrus and banana trees. Kahlua's pure Arabica coffee is hand-selected, roasted in small batches and brewed to the perfect intensity. Then, it is combined with the warmth of locally-produced cane spirit and the finest vanilla and caramel to create the award-winning taste of Kahlua.
Kahlua is operated and marketed globally by The Absolut Company, a unit of Pernod Ricard.
About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value. In addition to ABSOLUT®, Pernod Ricard USA's leading brands include such prestigious spirits as The Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson® Irish Whiskey, Seagram's Extra Dry Gin®, Beefeater® Gin, Plymouth™ Gin, Martell® Cognac, Malibu®, Kahlua® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®; such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
The company is based in Purchase, New York, and has roughly 1,000 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.
Drinking Responsibly is Muy Delicioso.
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