Kahlúa partners with Salma Hayek

Actor and producer Salma Hayek Pinault is the face of a new marketing campaign for coffee liqueur brand Kahlúa.

The ‘Stir Up’ campaign encourages people to shake up their routine and drinking habits by swapping a typical Friday glass of wine for a mid-week Espresso Martini or Kahlúa poured over ice cream as a dessert.

The video advert, created by Mexican director Rodrigo Valdes, plays into the melodrama of telenovelas.

The brand described Mexican-born Hayek Pinault as ‘the natural choice to deliver deadpan, mischievous punchlines such as: “You’re not a couch potato, you’re a couch Espresso Martini!”

Craig van Niekerk, global vice-president 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.”

To coincide with the campaign, Kahlúa has redesigned its label, paying homage to its Mexican heritage that dates back to 1936.

The advertising campaign launched in the US in November, with the new-look bottles being released in the US the same month, before being rolled out globally.

Kahlúa is the fifth-biggest-selling liqueur brand in the world.