KAHLÚA
Stir Up Your Routine
Output: Global Brand Strategy
Completed: Ogilvy
Kahlúa wanted to increase sales and consumption by changing consumer perception of the brand being solely a morning drink to one that also could be consumed in the evening.
Press: Fox Business / Bloomberg
The Challenge
With strong associations to coffee and the morning and an ever increasing number of ‘indulgent’ competitors, my job was to create a new global brand strategy that could reposition the brand and disrupt the conventional view of what an evening cocktail could be. I also lead an IAT and creative team to develop creative tactics that would bring to life the new strategy.
The Strategic Approach
My work with Kahlúa began in the midst of social distancing. A time when everyone’s routines had been disrupted which forced us all to face a new way of working and living. To get to a brand platform that resonated with Kahlúa’s target I needed to understand both their views of the brand and their social and psychological aspirations in order to create a relevant role for the brand in their life.
Through social listening and virtual interviews it was clear that hustle culture was more dominant than ever before. As the world began to find its new rhythm, we began to obsess over productivity. The need to find new hobbies, interests and cash flows was a conversation almost as prevalent as the pandemic itself. As we wrestled with finding prosperity through productivity, we abandoned the action of finding pockets of joy throughout our day in pursuit of checking off a never ending to do list.
The strategic mission was to highlight the transformational power that occurs when we step away from our often mundane and monotonous routines and choose to add in more moments of ‘play’ - a belief that Kahlúa lived by since its founding.
The Work
The Work
After landing on our strategic platform of ‘Add Play To The Grey’ - an invitation for brand lovers to choose to add more colorful moments of playfulness in their day, we arrived to our creative platform ‘Stir up Your Routine’ which seeked to help couples find new ways to liven up life’s often monotonous tasks.
Assets:
Stir Up Your Routine Challenge
We extended the campaign into a lucrative dare that challenged couples to take a month long break from the internet and social media. After taking a polygraph test, the winning couple who successfully completed the challenge received $25,000 and a "Kahlúa Kit" on wheels - a metal bar cart filled with 30 nights of activities, including Kahlúa Espresso Martini mixes, cooking challenges and feng shui guides.