Kahlúa ‘swirls up the drama’ with Salma Hayek Pinault
Pernod Ricard-owned Kahlúa has reprised its partnership with actor Salma Hayek Pinault for a new campaign that spotlights the coffee liqueur brand’s Dunkin’ Caramel Swirl flavour.
Kahlúa launched its Caramel Swirl Cream liqueur in collaboration with coffee and doughnut brand Dunkin’ in August.
The expression features Dunkin’s best-selling ‘flavour swirls’ blended with Kahlúa’s rum and 100% Arabica coffee from Veracruz, Mexico. The liqueur offers caramel notes of toffee, vanilla and dulce de leche, blended with hints of coffee and chocolate.
Now, the expression is at the centre of a new campaign, called It’s Kahlunkin’, which celebrates what happens when two ‘legendary sips’ come together to create something ‘sensational, unexpected and just a tad nonsensical’.
The campaign leads with a telenovela-inspired ad, directed by Rodrigo Valdes and created by Wieden + Kennedy, which opens with a group lounging in a living room when an enticing, creamy liquid that looks like Kahlúa is mysteriously poured.
Suddenly, Hayak Pinault kicks down the door, declaring the liquid is not Kahlúa. Moments later, a moustache disguise is revealed, and the pourer turns out to be someone in a Dunkin’ coffee cup costume. It is revealed that the drink is Kahlunkin’, but the video leaves the viewer with the question: who is in the cup?
“We are thrilled to continue collaborating with our favourite scene-stealer, Salma Hayek Pinault,” said Caroline Begley, vice-president of marketing, Kahlúa. “She kicks down the door again as the Kahlúa authority, while bringing a level of glamour to everything she does, and our new spot that introduces Kahlunkin’ into the world of Kahlúa is no exception.”
Hayek Pinault added: “It was such a joy to celebrate moments of connection with Kahlúa once again, plus a wink of Dunkin’ humour along the way. I think people will feel the energy and playfulness we felt while shooting.”
To celebrate the official debut of It’s Kahlunkin’, Kahlúa and NBC Universal have joined forces across channels to drive awareness of the new Kahlúa Dunkin’ Caramel Swirl Cream Liqueur.
Meanwhile on the festival scene, the expression will be poured at food and beverage festivals such as the New York City Wine & Food Festival and ChainFest LA.
And today (21 October), Grand Central Terminal’s Graybar Passage in New York City will host a one-day-only pop-up experience between 2pm-7pm local time, where guests aged 21 and over can be among the first to try the new drink paired with Dunkin’ Munchkins Donut Hole Treats.
The It’s Kahlunkin’ campaign is now running as streaming video, digital, social and audio.
Plus, viewers can attempt to guess who is in the cup on Kahlúa’s website and Instagram for a chance to win a gift from Kahlúa and Dunkin’, with free Dunkin’ coffee for a year.
“When we started working with the amazing Salma Hayek Pinault two years ago for our Stir Up campaign, it kicked off our vision to make Kahlúa the world’s most dramatically playful spirits brand. With It’s Kahlunkin’, we’re taking that energy up a notch – stirring up the cream liqueur category with a splash of drama and a whole lot of playfulness,” said Craig van Niekerk, global vice-president of marketing for Kahlúa. “Partnering with Dunkin’ was a perfect match. The spot combines their iconic brand of humour with our telenovela-inspired, over-the-top spirit.”
Kahlúa Dunkin’ Caramel Swirl Cream Liqueur is available at retailers across the US.
Kahlúa’s ‘over-the-top’ spirit and fun approach to its social media presence was one of the reasons the brand was named this year’s Social Media Hero in The Brand Champions 2025 report.
To watch the 30-second spot, click below.
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