Kahlúa® Launches New "Stir Up Your Routine" Campaign Inspired by the Need to Take a Break from the Mundane this Holiday Season

Rhea-AI Summary

Kahlúa has launched a new campaign titled "Stir Up Your Routine", aimed at injecting fun into everyday life, particularly during the holiday season. The campaign features engaging content, including a hero film showcasing friends enjoying Kahlúa cocktails in a playful après ski setting. The brand experienced a remarkable +13.8% growth in fiscal 2021, driven by changing consumer behaviors. Innovations like Kahlúa Blonde Roast Style and Ready-to-Drink Espresso Martini contributed to this success. The campaign will roll out across digital and streaming platforms.

Positive

• Kahlúa achieved a +13.8% growth in fiscal 2021 versus the previous year.
• The cordials category, including Kahlúa, grew by +13.9% year-over-year.
• Recent product innovations such as Kahlúa Blonde Roast Style and Ready-to-Drink Espresso Martini are gaining traction.

Negative

• None.

NEW YORK, Nov. 8, 2021 /PRNewswire/ -- Today, Kahlúa announced its newest campaign, "Stir Up Your Routine," to encourage fans to liven up their day-to-day. In the world of always-planning, box-checking and back-to-back video conferencing, our lives have become ruled by our routines. In its new multi-channel campaign, Kahlúa taps into its playfully colorful persona to create scenes designed to inspire a new approach to routines.

In the campaign's hero film, a group of friends, at what looks like the foot of a mountain, are sharing an après ski moment with Kahlúa cocktails. As the camera zooms out, the snow and "mountain" are shown to actually be a pile of snow gathering in a front yard created by a snowblower. A playful display of how to inject a little more fun into our routines this winter and liven up our everyday.

In a second piece of content slated to launch later this season, Kahlúa stirs up the weekly grocery haul that has become a stagnant routine in all our lives. Opening on a pair of high heels, music starts to play as the heels begin to match the rhythm of the beat. A second pair of shoes mimics the steps of the heels as the two pairs of legs move in sync before the heels lift off the ground, disappearing from view. The camera pans out revealing a couple dancing down the grocery store aisle and pulling off an impressive pose as they reach for a bottle of Kahlúa, adding a boost of playfulness to an otherwise mundane daily task.

"There's nothing less inspiring than shoveling after a big storm or your weekly grocery haul," said Sona Bajaria, Vice President of Marketing, Kahlúa at Pernod Ricard USA. "After two years of sameness, there's no better time than the holidays to try to liven things up. The new 'Stir Up Your Routine' campaign showcases how important – and easy – it is to liven up our everyday with more impromptu, playful moments."

Behind the brand's newest campaign is the stellar performance Kahlúa experienced in fiscal 2021, +13.8% vs. the previous year² as a result of shifting consumer consumption behaviors. The coffee liqueur brand continues to grow within the cordials' category, +13.9% vs. the previous year², as cordials became a go-to option for those moments when consumers are looking for an evening treat. While the core Kahlúa offering is the main driver of growth, the brand sees continued momentum from recent innovations like the Kahlúa Blonde Roast Style and Kahlúa Ready-to-Drink Espresso Martini.

"The holiday season is one of the brand's top selling periods and we wanted to keep the positive momentum going," said Tamara Urukalo, Vice President of Global Marketing, The Absolut Company. "Demand for the espresso martini, both at home and at bars and restaurants, continues to hold a top spot as one of the season's most popular cocktails, and families across the world are getting ready to host friends and family for the holidays – hopefully with a delicious Kahlúa cocktail in-hand."

The campaign will launch online across digital and streaming channels with content that demonstrates how to stir up your routine with Kahlúa. Fans can also find additional inspiration on Kahlúa's website – Kahlua.com – to bring a boost of playfulness to holiday celebrations with additional Kahlúa cocktails.

To view "Stir Up Your Routine" in full, check out Kahlúa's YouTube page. Follow along at @Kahlua and Kahlua.com for the latest from the coffee liqueur and its new holiday campaign.

ABOUT PERNOD RICARD USA

Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second-largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut® Vodka, Avión® Tequila, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Kahlúa® Liqueur, Malibu®, Martell® Cognac, Olmeca Altos® Tequila , Beefeater® Gin, Del Maguey® Single Village Mezcal, Monkey 47® Gin, Plymouth® Gin, Seagram's® Extra Dry Gin, Malfy® Gin, Hiram Walker® Liqueurs, Midleton® Irish Whiskey, Powers® Irish Whiskey, Redbreast® Irish Whiskey, Aberlour® Single Malt Scotch Whisky; Lillet®; Smithworks® Vodka, Jefferson's® Bourbon, Smooth Ambler® Whiskey, Rabbit Hole® Whiskey, Pernod® and Ricard®; such superior wines as Jacob's Creek®, Kenwood® Vineyards, Campo Viejo® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines. Pernod Ricard USA is headquartered in New York, New York, and has more than 700 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information on this, please visit: www.responsibility.org

¹ National Coffee Association - National Coffee Data Trends 2019.
² Dollar Sales Nielsen 52w ending 7/1/21 (Total US xAOC + Liq Plus)

CONTACT:
Blaine Rueber
929-213-4837
blaine.rueber@pernod-ricard.com

Lauren Corsaro
201-803-7261
lcorsaro@webershandwick.com

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SOURCE Pernod Ricard USA

FAQ

What is Kahlúa's new campaign launched on November 8, 2021?

Kahlúa's new campaign is called 'Stir Up Your Routine,' focusing on adding fun to everyday routines during the holiday season.

How much did Kahlúa grow in fiscal 2021?

Kahlúa experienced a growth of +13.8% in fiscal 2021 compared to the previous year.

What types of products contributed to Kahlúa's growth?

Kahlúa's growth was supported by its core offerings and innovations like Kahlúa Blonde Roast Style and Kahlúa Ready-to-Drink Espresso Martini.

What is the strategy behind Kahlúa's 'Stir Up Your Routine' campaign?

The campaign aims to inspire consumers to break out of mundane routines and embrace playful moments, especially during the holidays.

When will Kahlúa's campaign content be available?

The campaign content will launch online across digital and streaming channels.