Kahluá Espresso Martini
Every bar in Australia pours Espresso Martinis. Getting 100+ venues to pour them from a Kahlúa tap, and consumers to ask for it by name, was a different brief entirely. 36 pieces of coverage. 1.5M+ reach.
Kahluá Espresso Martini
Every bar in Australia pours Espresso Martinis. Getting 100+ venues to pour them from a Kahlúa tap, and consumers to ask for it by name, was a different brief entirely. 36 pieces of coverage. 1.5M+ reach.
Every bar in Australia sells Espresso Martinis. Getting venues to pour them from a Kahlúa tap, and consumers to ask for it by name, is a different brief entirely.
Kahlúa wanted to own the Espresso Martini occasion in Australia. The on-tap format was new and venues were sceptical: why change something that works? The challenge was two-pronged, earn credibility with the trade first, then give consumers a reason to want the Kahlúa version specifically. One without the other is just noise.
We built a three-phase campaign designed to move from trade to consumer in sequence. Phase one: authority through Bartender Magazine and key industry voices, the people bartenders actually listen to. Phase two: a consumer hook built around daylight saving with #KahlúaHour, turning a calendar quirk into a cultural moment. Phase three: Christmas in July events that gave media and influencers a first-hand reason to share it.
36 pieces of coverage. 1.5M+ media reach. 109K social reach. Broadsheet, Concrete Playground, Urban List, Time Out, The Shout. 100+ venues stocking the on-tap format. When you earn the trade, the consumer follows.
Every bar in Australia sells Espresso Martinis. Getting venues to pour them from a Kahlúa tap, and consumers to ask for it by name, is a different brief entirely.
Kahlúa wanted to own the Espresso Martini occasion in Australia. The on-tap format was new and venues were sceptical: why change something that works? The challenge was two-pronged, earn credibility with the trade first, then give consumers a reason to want the Kahlúa version specifically. One without the other is just noise.
We built a three-phase campaign designed to move from trade to consumer in sequence. Phase one: authority through Bartender Magazine and key industry voices, the people bartenders actually listen to. Phase two: a consumer hook built around daylight saving with #KahlúaHour, turning a calendar quirk into a cultural moment. Phase three: Christmas in July events that gave media and influencers a first-hand reason to share it.
36 pieces of coverage. 1.5M+ media reach. 109K social reach. Broadsheet, Concrete Playground, Urban List, Time Out, The Shout. 100+ venues stocking the on-tap format. When you earn the trade, the consumer follows.
