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NEW YORK Allied Domecq Spirits this week launched a $20 million campaign behind the Kahlua brand extension, Kuya, a fusion rum the company hopes will appeal to men in their 20s.
Christened with a “Do ya Kuya?” tagline, print, radio and outdoor work from Publicis in London shows laughing 20-somethings enjoying good times made possible by Kuya. One ad shows a gaggle of beautiful young things partying in a Mexican border town. The copy reads, “They said you couldn’t hitchhike to Mexico.
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