By Ian Neubauer
Pernod Ricard has launched a new million-dollar marketing campaign to promote Kahlúa coffee liqueur.
Called ‘Explore your curiosity’, the campaign features advertisements appearing in key women’s lifestyle publications and websites such as Cosmopolitan and OK! It will also be supported with strategic public relations activity.
The campaign will focus on creating awareness of the new flavour additions, Kahlúa French Vanilla and Kahlúa Hazelnut, while also enticing consumers to enjoy the product in new and different ways.
“The launch of Kahlúa French Vanilla and Kahlúa Hazelnut coupled with this campaign will place the range top of mind, especially in the lead up to our key selling period at Christmas,” said Kahlúa brand manager, Miriam Shoolman.
The campaign also includes off-premise support in the form of sale displays and in-store merchandising.
Kahlúa French vanilla and Hazelnut varieties were launched in March. They complement the original flavour, made from Arabica coffee beans harvested in Mexico.