Another RR account review prediction comes true: Kahlúa Liqueur
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NEW YORK, NY: Pernod Ricard has appointed Droga5 London to handle the Kahlúa account amid the company’s “ambitious plans” to grow the liqueur brand’s influence within the broader Pernod Ricard portfolio.
The continued growth and influence of coffee in mainstream culture alongside the rapid growth of coffee cocktails provides Kahlúa with great opportunity to the develop the brand in 2019, says an agency spokesperson.
The first work will debut in spring 2019, running in key markets including the UK, U.S., Canada and Australia. There will be omni-channel activity, including social-led content and activation through sales channels.
The pitch was run in-house with Droga5 London competing against two other undisclosed agencies.
Kahlúa has been the neglected step-child in parent company Pernod’s family, the world’s second-largest spirits marketer, competing for attention and money among Absolut, Chivas, Jameson Irish Whiskey and Malibu Rum.
Kahlua’s ad budget was a mere $6,000 during the first six months of this year, with only $265,000 spent during the full 12 months of 2017, according to Kantar Media.
Two years ago, the brand and agency Sew attempted to set a new tone of voice for the liqueur brand by partnering with Funny or Die to challenge the pretentious cocktail culture that thrives via “artisanal” and “craft” drinks.