MILAN – Salma Hayek Pinault is taking the leading role in a series of tongue-in-cheek novela-inspired adverts as she encourages people the world over to liven up their libations with the world’s number one coffee liqueur. The Mexican actress and producer is unlocking Kahlúa’s secret versatility as a playful treat any day of the week as part of the brand’s global campaign, Stir Up.
Wanting something different to the typical Friday glass of wine, people want to break up the daily drudgery with glamorous unpredictability from the comfort of their own homes, be that an Espresso Martini on a Tuesday night or pouring Kahlúa over ice cream for a mid-week dessert with a kick.
It’s a sentiment reflected in the series of over-the-top spots that tap into Kahlúa’s heritage and lean into the melodramatic world of daytime soap operas with a bold and delicious take.
Directed by Mexican director Rodrigo Valdes, Stir Up signals Kahlúa’s ambition to unleash its brand as a vibrant and playful treat – not just for special occasions.
Why Salma, you ask? Really? Who else could it have been!? Salma, who hails from Mexico, shared home of Kahlúa, is also the perfect embodiment of hammed-up novela fun, reminding us not to take ourselves too seriously.
With her cheeky sense of humour, Salma is the natural choice to deliver deadpan, mischievous punchlines such as, “You’re not a couch potato, you’re a couch Espresso Martini!” and help Kahlúa stir up the everyday.
Craig van Niekerk, Global VP of Marketing for Malibu and Kahlúa, said: “We’re over the top and proud. But rather than run away from a sense of being ‘too much’ for the everyday, we’re embracing it – with an exuberant, comic twist in these adverts with Salma at the helm. We are embracing our Mexican personality to inspire a new generation of home mixologists with a fun and dramatic alternative.
The new brand platform, created in collaboration with global creative agency Wieden+Kennedy London, has been injected with the excitement of drinking Kahlúa – from playful films starring Salma to the brand’s bold new design world, seen across a broad range of Kahlúa’s key visuals and digital assets.
Speaking on the creative process, Philippa Beaumont and Freddy Taylor, Creative Directors at Wieden+Kennedy London, said: “Creating a new platform for an iconic brand is always an exciting challenge, especially when you get to throw novela gasps, door kicks, and Salma Hayek at it. Our new “Stir Up” platform captures the anything-but-expected nature of Kahlúa, giving us a really playful role in people’s lives. We’re excited to “Stir Up” more things with Kahlúa.”
To coincide with the Stir Up advertising campaign, Kahlúa has had a wardrobe change, unveiling a shiny new outfit for its distinctive brown bottle. The refreshed label design pays homage to Kahlúa’s Mexican heritage that dates back to 1936 and retains its iconic yellow and red wording – but with a playful modern take.
The advertising campaign will start in the USA, Canada, China and Nordics in November, and the UK in February, while the redesigned bottles will take over shelves across key retailers in the USA from November, before being rolled out across the UK, Canada, South Korea, China and Australia in the coming months. Link to the video: https://www.youtube.com/watch?v=vFuz-SSOmAQ&t=1s.
