Kahlua Invests in the ‘Everyday Exotic’

BOSTON Publicis in November will launch a campaign for Allied Domecq’s Kahlua coffee liqueur that introduces “Everyday exotic” as the theme line.

One 30-second television spot depicts “exciting variations of ordinary events from the lives of Kahlua’s target consumers, primarily women and men, ages 30-44,” the Westport, Conn., client said in a statement. Featured scenes include women provocatively walking with a leashed alligator, floating on an oversized lily pad and admiring a tiger cub.

“While you may not be able to regularly experience the exotic moments shown in the spot, you can enjoy an exotic splash of Kahlua every day,” said Barbara Jackson, vice president of marketing, Allied Domecq Spirits, North America. “We strongly believe that this new commercial will drive everyday Kahlua consumption and ultimately drive volume.”

Publicis in London developed the creative, and sister shop Zenith was responsible for media buying.

The client said TV spending would approach $10 million, making it Kahlua’s largest television push. The brand spent about $4 million on ads last year and slightly less than $4 million through July 2004, per TNS Media Intelligence/CMR.

The ads debut in early November on national cable and spot TV shows such as Desperate Housewives, CSI, Trading Spaces, Alias and Nip/Tuck.

—Adweek staff report