BBDO Ads Tackle Kahlœa's Image

BBDO’s first work for Kahlœa repositions the brand as fun and youthful, rather than a drink for special occasions.
“This a huge opportunity because everyone knows us but nobody loves us. We have a total awareness but lack of relevance,” said client brand director Elizabeth Puleo.
The Chicago shop’s $15 million campaign hopes to lure more 21-29 year olds–Kahlœa’s consumer base is women 35 and up.
To that end, the media buy targets members of a demographic whom Puleo defined as the “vanguards of social drinking”–the kind of bright young things who helped revitalize the martini.
The strategy is to bring the Allied Domecq brand more in line with the “party-oriented image” drinks in which Kahlœa is a staple ingredient.
“People are drinking the Kahlœa brand but we are not getting credit for it,” she said.