Kahlua, the original spirit of Veracruz, goes back to its roots with the launch of its latest advertising campaign, “Delicioso.” With a focus on the brand’s origins – the heart of Veracruz, Mexico – the new campaign highlights its rich heritage and the compelling combination of 100% Arabica coffee and sugar cane spirit. Engaging consumers in the U.S. and Canada, “Delicioso” will feature executions across television, print, out-of-home and digital media.
Created by TBWAChiatDay in New York and directed by Frederick Bond, the campaign features three 30-second television spots, shot in Veracruz, Mexico and featuring Ana de la Reguera, a prominent Mexican actress. Reguera was born and raised in Veracruz, and embodies the authenticity and alluring personality of Kahlua. In the spots, titled “Unexpectedly Delicioso,” “Delicioso Ingredients” and “Spanish Intrigue,” Reguera invites viewers to meet the people and explore the culture of her home state, while highlighting the origins and ingredients of Kahlua.
“With the launch of the new campaign, we invite our consumers to join us in celebrating the ingredients and heritage that makes Kahlua uniquely ‘Delicioso,'” said Dan Lundberg, Kahlua Global Brand Director. “You will see the word “Delicioso” featured across all activations, lending its meaning to the lifestyle of Veracruz and the high quality, great tasting liquid that is Kahlua. We’re also pleased to announce that Kahlua is donating $50,000 to help Ana establish her new foundation, designed to help Veracruz recover from Hurricane Karl, which ravaged the area days before we shot the ads.”
Beginning in November, across the U.S., television spots will run on The Food Network, HGTV, TLC, TBS and the USA Network – and print ads will run in Cosmopolitan, InStyle, People, GQ and Esquire, among other magazines. Out-of-home executions will be seen throughout New York City, appearing in restaurants and bars, commuter station kiosks, as well as on commuter trains in New York and New Jersey suburbs. Executions will also appear in select markets across Canada, including Edmonton, Calgary and greater Toronto.
As part of Kahlua’s new visual identity, the brand will also update its online destination, www.Kahlua.com, and launch a new iPhone application, a unique tool for consumers to engage in interesting conversations in social settings.
Kahlua’s new “Delicioso” television spots can be viewed online at http://www.youtube.com/KAHLUAvideo.