Kahlúa
Refreshing a classic alcohol brand.
Introducing a new personality into the world of alcoholic beverage marketing to bring an aging brand back to life in an engaging way.
- Analytics Strategy
- Communications Strategy
- Media Management
- Media Planning
Challenge
It wouldn’t be a festive party without ‘The Original Coffee Liqueur,’ but despite this, sales have taken a hit over the years. Kahlúa called up Ready Set Rocket to give this aging alcohol brand some new life by introducing it to a new generation of drinkers.
Solution
We did the research and found that the current generation of consumers finds legacy alcohol marketing pretty pretentious. Yikes! So we helped the brand break the mold. We achieved this by updating the brand compass, crafting a new tone of voice, and building out a robust digital ecosystem to help support the new look and feel. Then, we crafted an integrated campaign featuring Coach Kahlúa — a hit character armed with the personality (and loads of craft cocktail recipes) to get a new generation excited about the beverage.
Results
Kahlúa is king! Our integrated campaign featuring Coach Kahlúa boosted web traffic to the US website by 90% YOY and a reported +4.0% sales increase — proving that Kahlúa never left, but it’s back at it.
