Agency: Marketing Drive
Client: Pernod Ricard, USA
Consumers 35-plus have high awareness of and affinity for Kahlua Liqueur, but drink it infrequently. Kahlua wanted to increase frequency of both drinking and gifting by advertising their new flavors, with a special focus on warm and creamy drinks for the holidays.
The “Holiday Fit for Kings” promotion presented a Mayan heritage theme around an elegant and appetizing POP display that included recipe take-ones and four gift options at various price points. Circular motion pole top displays caught people’s attention with five drink panels featuring a holiday drink solution. Gold foil framing made the liqueur look valuable and gave the display a holiday feel. Tear pads and neckers also provided seasonal drink recipes.
A new flavors case card showcased the entire Kahlua line, while a sampling kit was used for in-store tastings. Specialized holiday packaging included brown velvet bags and gift boxes with an etched glass mug.
The campaign caught attention. Orders for POP displays increased 245% over the previous year and gift option orders increased 11%, while Kahlua outpaced its competitor Bailey’s for the 13-week holiday tracking season.
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