Published On 12/09/2019


The must-have ingredient for the Espresso Martini is ensuring it stands out amongst the Christmas crowds this year with an out-of-home takeover of 10 UK cities

For the second Christmas running, Kahlúa is driving awareness that it is the essential ingredient in a classic Espresso Martini by launching a bold and eye-catching out-of-home campaign across 10 UK cities. The vibrant, colourful design is in-keeping with the brand’s fun sense of humour and heroes the Espresso Martini and its history. The campaign is also being supported in-store and on social media, inspiring consumers to re-create one of their top ten favourite cocktails at home[1].


The campaign is being spearheaded by a large-scale mural in the heart of Shoreditch, on Great Eastern Street, which is live from this week until the end of the year. The vibrant high impact mural will take passers-by through the iconic moment in cocktail history when the Espresso Martini was first created by London bartender Dick Bradsel.


Liam Murphy, Marketing Manager for Pernod Ricard UK, comments: “There is no better time for Kahlúa to be launching its out of home media campaign than Christmas, with searches and consumption of the Espresso Martini increasing during the festive period[2]. The mural location in Shoreditch has been chosen to create a lively wow-factor amongst our target audience of 25-34-year-olds, highlighting the simplicity of recreating the serve at home: one-part Espresso, one-part Vodka, one-part Kahlúa. We are excited for consumers to see this campaign because you just can’t have a classic Espresso Martini without Kahlúa.”


1,272 roadside sheets will also be displayed across key cities, including: London, Birmingham, Manchester, Leeds, Nottingham, Newcastle, Glasgow, Edinburgh, Bristol and Southampton. Social media videos will educate consumers on how to make the perfect Espresso Martini at home and ensure they are seen by the brand’s target audience using Google-sponsored search terms.


[1] CGA Mixed Drinks Report, Q3 2019

[2] Adynamix, 2018


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