kahlúa celebrates its veracuz heritage with the launch of new advertising campaign - "delicioso"
NEW YORK, NY (November 10, 2010) – Today, Kahlúa, 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 locally sourced 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.
The new campaign, featuring Veracruz born actress Ana de la Reguera, was inspired by the architecture, imagery and vibrant colors of Veracruz. Ana de la Reguera, a young actress emerging on the scene, embodies the authenticity, sensuality and alluring personality of Kahlúa. In the TV spots, titled “Unexpected 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 Kahlúa.
“With the launch of the new campaign, we are inviting consumers to join us in celebrating the ingredients and heritage that makes Kahlúa uniquely ‘Delicioso’,” said Andy Nash, Director of Marketing Kahlúa, Pernod Ricard USA. “Kahlúa Coffee Liqueur is an artisanal product that is created with painstaking care. All of the ingredients used to create Kahlúa are locally sourced and processed. Our beans are hand picked then roasted, ground, toasted and brewed to perfection and just the right amount of vanilla and caramel are added to the freshly brewed coffee to round out the flavor. The coffee blend is married to rum, distilled from the finest sugarcane, to create the distinct and world renowned Kahlua Coffee liqueur. The tagline “Delicioso” is featured across all activations including advertising, merchandising, on-line and mobile, lending its meaning to the lifestyle of Veracruz and the high quality, great tasting liquid that is Kahlúa.”
Beginning in November, across the U.S., television spots, created by TBWA\Chiat\Day in New York and directed by Frederick Bond, will run on The Food Network, HGTV, TLC, TBS and the USA Network. Print executions that feature the iconic Kahlúa bottle and Kahlúa cocktails with the word “Delicioso.” and feature cocktails, including the Kahlúa On the Rocks, the classic Kahlúa Black Russian and Kahlúa Espresso Martini (recipes below) 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.
“Kahlúa is one of the most recognized and revered spirits brands around the globe,” added Nash. “Our new “Delicioso” campaign enables us to share the brand’s unique heritage and incredible taste profile with the trade and consumers and continue to reinforce the reasons why Kahlúa is the number one selling coffee liqueur in the world. We are also very pleased to announce that Kahlúa is donating $50,000 to help Ana establish her new foundation, designed to help the people of Veracruz recover from Hurricane Karl, which ravaged the area just days before we shot the ads.”
Kahlúa’s new “Delicioso” television spots can be viewed online at http://www.youtube.com/KAHLUAvideo.