Kahlua And Its Agency Sew Stage A 'Tiny Rebellion'


Kahlúa and its agency Sew are introducing a new tone of voice for the liqueur brand that challenges the pretentious cocktail culture that thrives on "artisanal" and "craft" drinks.  

Sew partnered with Funny or Die as a production partner because the company has a strong appeal to the millennial market and a legacy of success in creating original content that is engaging and shareable, the agency said. 

This initiative also introduces a series of films under the "Tiny Rebellions" umbrella that riff on “old school” public service announcements popular in the 70s and 80s. 

Each film encourages consumers to step away from the mustachioed, cocktail-shaker-wielding mixologists and their 18-ingredient offerings. Instead, Kahlúa suggests they stage a “Tiny Rebellion” and order a Kahlúa cocktail, like the Mind Eraser. Comedian and actress Jillian Bell plays host Leesa Carols Tyler-Jacobs and introduces each “PSA” as a message. 

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Four films will be promoted on a Tiny Rebellions microsite on Kahlúa’s homepage, as well as through the brand’s owned social channels and digital marketing. The first two episodes launched the week of July 11 with the remaining films launching later this summer. The films will also be part of an integrated social and digital media plan developed by partner agency Dentsu's 360i. 

“For this consumer, today’s cocktail culture — think reservations-only speakeasies or $20 drinks — takes some of the pleasure out of going out,” explains Monica Höhle, Global Brand Manager, who notes how extensive quantitative and qualitative research not only led to these insights, but also revealed that these qualities were extremely attractive to a consumer group that values authenticity and laid-back fun. 

“Kahlúa more naturally fits in with their lifestyle and personality. They associate it with the Dude and his love of White Russians and with good times with close friends,” said Höhle. 

Parent company Pernod is the world’s second-largest distiller with other brands including Absolut, Chivas, Jameson Irish Whiskey and Malibu Rum. Pernod hasn't invested much in Kahlua advertising, spending $46,000 in 2015, according to Kantar Media.

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