Kahlua comes straight from the cow

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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.

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