Press Release Archives
Explore Your Curiosity with Kahlúa®
WHITE PLAINS, N.Y., Nov. 5, 2007 – Challenging consumers to explore their curiosity, Kahlúa® coffee liqueur today introduced a new global advertising campaign featuring the kings and queens of the brand's pre-Columbian heritage.
The "Explore Your Curiosity™" campaign, developed by Publicis New York, launches in television, print and out-of-home with a 46% increase in global media spending over last year. Debuting this month in the United States, Canada and Australia, the campaign will also run in additional countries, including Japan, Denmark, Sweden and Finland.
"The mysterious origins and mystical heritage of Kahlúa inspire discovery and curiosity, which we brought to life in this campaign," said Cyril Claquin, senior vice president of marketing for Malibu-Kahlúa International. "In each execution, those who explore their curiosity are richly rewarded, an idea that we believe will inspire consumers."
Key features of the television commercial include:
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The Story: A pre-Columbian statue piques the curiosity of a couple at a loft party. The woman, curious about the statue, touches it and they are transported to an ancient tribal celebration deep in the heart of Mexico. The party comes to an abrupt halt as hundreds of natives turn to see the strange couple and the king calls out to them in an ancient language. The king notices that they are drinking Kahlúa, the drink of kings, and the party resumes as they are treated like royalty. - The Actors: Will Janowitz from The Sopranos is featured in the commercial.
- The Director: The commercial was shot in and around Mexico City by Belgian director Lieven Van Baelen, who has also directed commercials for Heineken, Coca-Cola and Nissan.
- The Outlets: Television advertising will run in Canada beginning November 5 and in the United States beginning November 12 on cable networks including USA, TNT and A&E.
- The Spots: Two additional executions will run in select markets starting in winter 2007. "Doorbell" focuses on the two new Kahlúa flavors – Kahlúa French Vanilla and Kahlúa Hazelnut. "Taxi" reinforces Pernod Ricard's commitment to responsible drinking and features the tagline "Accepting Responsibility Rules."
Key features of the print campaign include:
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The Scene: Stunning red skies filled with streaks of gold above a Mexican landscape of cloud-covered mountain tops and ancient pre-Columbian pyramids. To the left is a statue of pre-Columbian royalty; it is made of stone, but something about its face suggests that it is anything but lifeless. - The Stories: Each execution focuses on a fantastic night courtesy of pre-Columbian royalty. In one execution, King Itza hosts a party at his pyramid – his secret, underground pyramid with a 40,000 square foot wet bar, that is. In another, King Hah-nah forever changes the concept of White Russian night by bringing a chest of ice, Kahlúa and a cow (for the milk, of course) to celebrate.
- The Photographer: The campaign was shot on location by Steve McCurry, the acclaimed photographer whose photo of an Afghan refugee girl has been described as one of the most recognizable photographs in the world today.
- The Outlets: Six print advertisements with corresponding out-of-home executions will run in Australia and Canada beginning in November.
"The 'Explore Your Curiosity' campaign builds on the exotic and intriguing personality of Kahlúa illustrated in the popular 'Everyday Exotic' campaign," said Susan Kilgore, Kahlúa brand director for Pernod Ricard USA. "The new executions further develop these qualities, applying them to Kahlúa's mystical heritage and introducing a world of discovery."
About Kahlúa
The world's number one selling coffee liqueur, Kahlúa was created in 1936 deep in the heart of Mexico. Kahlúa is made from 100 percent Arabica coffee beans that are shade grown in the foothills of Mexico and roasted to perfection. The coffee is blended with the finest imported rums and sweetest vanilla to create the exotic taste that is uniquely Kahlúa. This distinct taste has received international acclaim, including silver at the 2007 International Wine & Spirits Competition. Please explore your curiosity responsibly.
About Pernod Ricard USA
Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world’s #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.
Pernod Ricard USA's leading brands include Kahlúa® Liqueur, Chivas Regal® Scotch Whisky, Seagram's Extra Dry Gin®, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish Whiskey, The Glenlivet® Single Malt Scotch Whisky, Wild Turkey® Bourbon, Beefeater® Gin, Hiram Walker™ Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott Estate® wines, Perrier Jouët® Champagne, Mumm® Champagne and Mumm Napa™ wines, and Pernod® and Ricard® Liquors. Pernod Ricard USA urges all adults to accept responsibility when considering consuming alcoholic beverages. For more information, please visit: http://www.acceptresponsibility.org/.