Chicago Agencies Lois/EJL, Leap, BBDO Among the Contenders
DALLAS--Allied Domecq Plc has launched a review among at least five agencies for its Kahlœa coffee liqueur's estimated $12 million domestic account, in what appears to be the first of several summer reviews for the spirits company.
According to Ross Fleckenstein, vice president and director of communications for Allied in Southfield, Mich., agencies invited to compete for the account include incumbent Lois/EJL, Chicago, and, separately, that agency's New York office. Lois/EJL in New York recently acquired Stamford, Conn., shop Scaros & Casselman, agency for Allied's Cutty Sark Scotch brand.
Other contenders in the review include BBDO and The Leap Partnership, both in Chicago; Square One in Dallas; and ID8 in Los Angeles.
Square One partner Tom Hansen said each agency has been given a strategic and creative project on how to improve Kahlœa's nonwinter sales and marketing to adults under 30. A decision is expected in July or August, according to Hansen.
Kahlœa brands include Mudslides, Frozen Kahlœaccino, Royale Liqueur and its Drinks To Go line of pre-mixed cocktails.
Allied Domecq's London headquarters has reorganized its worldwide spirits and wine business to include a large-scale review of all agencies and a 25 percent boost in spending [Adweek, June 22]. Among the other agencies handling Allied Domecq's 50 spirits brands are Cliff Freeman and Partners, New York (Sauza); Publicis, London (Ballantine's); Mezzina/Brown, New York (Beefeater); Doe-Anderson, Louisville, Ky. (Maker's Mark); and Foote, Cone & Belding, San Francisco (Teacher's).
Hansen said Kahlœa officials are mainly looking for ideas to make the drink more "hip" for younger drinkers. According to the Adams Liquor Handbook, the brand's sales were up 5 percent to 1.4 million cases last year, backed by $8.6 million in paid media per Competitive Media Reporting.
The bulk of placement was for network spot and national cable TV spots from Lois/EJL on Kahlœa's line of low-alcohol Drinks To Go, with the tagline "Kahlœa, how come you taste so good?" --with Sloane Lucas