Influence Be Damned: Kahlúa Is Creating an Art Exhibit of Instagram Photos That Got Zero Likes

The liqueur brand also made a #BottomNine tool to find your least-loved posts

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Liqueur brand Kahlúa has unveiled a new campaign that pokes fun at everyone’s favorite social media vanity metric: likes.

“Our brand has always been very unserious, kind of quirky and fun,” says Troy Gorczyca, Kahlúa brand director for parent company Pernod Ricard USA. “Life had gotten so serious with politics, social media and trying to get that perfect photograph. It gave us a good opportunity.”

Kahlúa’s Zero Likes Given campaign debuts Wednesday, with Droga5 serving as the creative agency.

Actress Jackie Cruz of Orange Is the New Black is providing some celebrity sizzle to help spread the message of enjoying life in the moment instead of worrying about likes and social media.




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