Kahlua, the world’s favourite coffee liqueur, shows drinkers how it can add an exotic flavour to the daily grind with ‘The Everyday Exotic’ campaign. Inspired by the brand’s exotic and mysterious provenance, the 30-second TV ad shows a helpful giraffe handing a spanner to an engineer high up on a telephone pole, and a woman floating on a giant lilypad in her backyard pool. Point of sale material in bars and liquor stores creates an exotic oasis, while a national sales promotion gives consumers the opportunity to win an exotic home and garden makeover designed by a celebrity lifestyle expert.

The campaign set out to make the consumer’s day more exotic at key touchpoints where they are drinking or buying – whether at home watching TV, reading a magazine or on the Internet, drinking in the neighbourhood bar, or shopping at the liquor store.

Starting with TV, the campaign launched in November 2004 to establish the new idea and capitalise on the key holiday selling period in the US and Canada. Magazine advertising followed in Spring 2005 with advertorial providing exotic decorating and entertaining tips. A national sales promotion also launched in Spring and is being supported via magazine advertising, website, and liquor stores