The espresso martini is likely one of the hottest drinks on the earth. However with folks chopping again on nights out amid the price of dwelling disaster, Kahlúa has known as on a particular visitor to reassure drinkers they will nonetheless take pleasure in coffee-based cocktails at residence.
The model tapped Salma Hayek Pinault to star in its new international marketing campaign, created by company Wieden+Kennedy London. “Stir Up” positions Kahlúa as a deal with that doesn’t require an important day.
Mexican director Rodrigo Valdes helmed a sequence of spots impressed by the melodrama of telenovelas.
In a single movie, Hayek lounges on a sofa sporting a yellow robe that matches the liqueur’s bottle. She assures viewers: “You’re not a sofa potato, you’re a sofa espresso martini.”
In the meantime, a boring banquet is livened up by a lady busting out a bottle of Kahlúa and Hayek kicking within the door holding an espresso martini, asserting: “Friday known as. It’s bored of wine.”
“We’ve created a very genuine and ownable place for Kahlúa to reside in,” Wieden+Kennedy London inventive administrators Philippa Beaumont and Freddy Taylor instructed Adweek. “It’s an iconic model stuffed with persona, and we needed to do this justice with a marketing campaign that felt as daring because the drink itself.”
The marketing campaign additionally incorporates out-of-home advertisements spotlighting espresso martinis, mudslides and Kahlúa with milk. It’s going to launch within the U.S. in November concurrently a label refresh designed to pay homage to the model’s Mexican heritage.
“We’re excessive and proud,” Malibu and Kahlúa international vice chairman of selling Craig van Niekerk stated in an announcement. “We’re channeling our Mexican persona to encourage a brand new era of residence mixologists with a enjoyable and dramatic different.”