Kahlua Strikes a Pose, Mixes Music and Fashion In Summer Club Blast - announces marketing promotion - Brief Article

Brandweek,  May 7, 2001  by Kenneth Hein

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Kahlua "Kollective Beats" promotion just might have been inspired by Barry Manilow's "Copacabana" lyrics, "Music and passion were always in fashion..." The brand is looking to make a statement by combining a fashion show, deejays and dancers at night clubs sporting sexy Kahlua clothes influenced by its two-year-old "Anything goes" ad campaign--which helped increase Kahlua case sales for the first time in 10 years.

First kicked off in Australia, the summer promo tours through eight cities with deejays imported from London and Ibiza, Spain, and culminates with a runway show in New York City in September, before moving on to the Nordic region and Greece.

Kahlua will also tie-in with the E! channel's "Hot Spot Sweepstakes," dangling a grand prize trip for four to Ibiza. Consumers may enter in stores or online at kahlua.com or eonline.com. The contest is plugged by spots on the E! cable network.

"The idea is to bring a cutting edge program to consumers in the U.S. to highlight the unconventional [nature] of Kahlua," said senior brand manager Kevin McCarthy. "Anywhere [consumers] are looking, they'll get a feel for what we're doing."

Program: Kahlua Kollective Beats

Marketer: Allied Domecq, Westport, Conn.

Agency: The Shop, Los Angeles

Key Players: Kahlua: Kevin McCarthy, senior brand manager;

The Shop: Nick Adcock, president

COPYRIGHT 2001 BPI Communications, Inc.
COPYRIGHT 2001 Gale Group