Salma Hayek Kicks Down Doors to Spice Up Drinks Around the World with Kahlúa
Salma Hayek Pinault is taking the leading role in a series of tongue-in-cheek novela-inspired adverts as she encourages people the world over to spice up their libations with the world’s number one coffee liqueur.
The Mexican actress and producer is unlocking Kahlúa's secret versatility as a playful treat any day of the week as part of the brand’s global campaign, Stir Up. Wanting something different to the typical Friday glass of wine, people want to break up the daily drudgery with glamorous unpredictability from the comfort of their own homes, be that an Espresso Martini on a Tuesday night or pouring Kahlúa over ice cream for a mid-week dessert with a kick. It's a sentiment reflected in the series of over-the-top spots that tap into Kahlúa’s heritage and lean into the melodramatic world of daytime soap operas with a bold and delicious take.
Directed by Mexican director Rodrigo Valdes, Stir Up signals Kahlúa’s ambition to unleash its brand as a vibrant and playful treat – not just for special occasions.
Why Salma, you ask? [spits out Kahlúa-infused Americano] Really? Who else could it have been!? Salma, who hails from Mexico, the home of Kahlúa, is also the perfect embodiment of hammed-up novela fun, reminding us not to take ourselves too seriously. With her cheeky sense of humour, Salma is the natural choice to deliver deadpan, mischievous punchlines such as, “You’re not a couch potato, you’re a couch Espresso Martini!” and help Kahlúa stir up the everyday.
The coffee-based cocktail craze is booming as bars across the globe continue to hear the familiar call for “an Espresso Martini, please!” However, faced with a higher cost of living, many are choosing to indulge in a night in, every now and then. With entertaining at home here to stay and the adult treats space flourishing, a splash of Kahlúa mixed with everyday ingredients from cream to milk to orange juice [*gasp* yes, you read that correctly] can liven up any living room for a home fiesta.
Craig van Niekerk, global VP of marketing for Malibu and Kahlúa, said, "We're over the top and proud. But rather than run away from a sense of being 'too much' for the everyday, we’re embracing it – with an exuberant, humorous twist in these adverts with Salma at the helm. We are channelling our Mexican personality to inspire a new generation of home mixologists with a fun and dramatic alternative. Cue a guitar chord [*TWANG*]”
The new brand platform, created in collaboration with global creative agency Wieden+Kennedy London, has been injected with the excitement of drinking Kahlúa – from playful films starring Salma to the brand’s bold new design world, seen across a broad range of Kahlúa’s key visuals and digital assets.
Speaking on the creative process, Philippa Beaumont and Freddy Taylor, Creative Directors at Wieden+Kennedy London, said: “Creating a new platform for an iconic brand is always an exciting challenge, especially when you get to throw novela gasps, door kicks, and Salma Hayek at it. Our new “Stir Up” platform captures the anything-but-expected nature of Kahlúa, giving us a really playful role in people’s lives. We’re excited to “Stir Up” more things with Kahlúa.”
