Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Kahlua comes straight from the cow

Published on .

SYDNEY - Liquor distributors Swift & Moore are using the backs of busses in major metropolitan cities in Australia to target 18-24 year olds in a $1m summer campaign promoting Kahlua and milk because, according to brand manager Tanya Crowther, "we couldn't get TV in December and no one watches TV in January [the peak summer holiday period]".

The campaign, created by McSpedden Carey here, features a startled cow with Kahlua bottles for teats and the tagline: "Introducing ready milked Kahlua". Kahlua has about 14% of the 780,000 case liqueur market and is aiming to grow 1% a year. The 200ml pre-mixed bottle has an alcohol volume of 5.5%. Swift's is also aiming at the young market, said Crowther, with a $1m press and magazine campaign from Clemenger BBDO Sydney for ready-mixed Jack Daniels and Cola in a can.

Copyright December 1996, Crain Communications Inc.

Most Popular
In this article: