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Print, TV Behind Rum-Cola Beverage Aimed at Younger Drinkers
CHICAGO–Allied Domecq Spirits USA goes after summer-time drinkers with the introduction of Kahlua Rum-Cola backed by a television spot from BBDO Chicago that breaks this week.
The 30-second spot features people dancing to reggae music interspersed with shots of drums and speakers and scenes of the product being poured. “They’re premixed so you can pour yourself into the party,” says the voiceover. The tagline is “Anything goes,” the same one that is employed across the entire Kahlua product line.
The spot will air on cable networks, including Comedy Central, E! Entertainment Television, and with other programming aimed at consumers in their 20s.
“It takes on a little more lively and party-type of scene,” said Ina Tio, Kahlua marketing director for the Westport, Conn.,
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