Pernod Ricard’s The Absolut Group division has lined up a worldwide marketing activation for coffee liqueur Kahlúa, fronted by Salma Hayek Pinault.
The Mexican actor appears in an unspecified number of ads in the ‘Stir Up’ campaign. Kicking off next month in the US ahead of a global roll-out, the push will lean into the cocktails-at-home trend while promoting Kahlúa for mid-week consumption occasions.
The activity ties in with a label refresh for the rum-based brand. According to the unit, the new look “pays homage to Kahlúa’s Mexican heritage that dates back to 1936”.
In results from the three months to the end of September, reported last week, Pernod Ricard highlighted Kahlúa’s gain of share in the US’s liqueur category. Despite this, group sales declined by 2% on the corresponding period a year ago.
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