We had three problems to solve before a new audience would be willing to dust off their aunt's favorite drink: people didn't know where it was from, what it was made of, and what to do with it (besides a White Russian — thanks, Dude).
The solution was simple — embrace its Mexican heritage, highlight the craft of small batch sourcing, and show the range of cocktails that can be enjoyed (try the espresso martini or a Kahlúa Sour). The three-year engagement included a new logo and pack design for the first time in more than 15 years, new product innovations, brand films, press tours, and brand stewardship with partner agencies, all with the goal to make Kahlúa relevant again.
Developed while working with Brand Union (now Superunion)