Kahlúa

The Consumer Challenge

“Kahlua? Hmmmm, not sure what that is, what it tastes like, or what to do with it.”

The Strategy

Tap into the drink everyone already craves: the Espresso Martini, ranked #4 in the Top 50 Cocktails by Drinks International. By injecting a little drama to casual nights in, we created a lip-licking toolkit that makes Kahlúa easy to understand, effortless to use, and impossible to resist to draw more people under the Kahlúa spell.

The Idea

The merest glimpse of an Espresso Martini is enough to make you go Mmmmmmm from across the room. Who can resist its indulgent, dark powers? It’s the kind of drink that makes the room go quiet for a second. This campaign captures the Kahlua Espresso Martini’s show-stopping power through expressive reactions, get ready to *GASP*.

*Guide to the bestselling classic cocktails at the world’s best bars 2025