Salma Hayek brings the melodrama for Kahlúa in W+K campaign inspired by telenovelas

Director Rodrigo Valdes crafts a vibrant, over-the-world in new spots—and a redesigned bottle is on the way, too

Published On
Oct 24, 2023
Salma Hayek in a red dress holding a Kahlúa martini in the brand's new campaign

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Bored of wine? Kahlúa wants to wake you up with a slap-in-the-face campaign from Wieden+Kennedy London, starring Salma Hayek Pinault and crafted in the over-the-top style of telenovelas.

The Mexican actress makes quite the entrance in the spot below, kicking down a door and announcing to a roomful of dinner guests that there’s a new cocktail in town—as she brandishes a Kahlúa espresso martini. Had she brought some Ocean Spray cranberry sauce, too, the room may have literally exploded.


Hayek also appears in the six-second spot below, which lobs an insult at couch potatoes—while emphasizing that the couch part isn’t the problem.


The spots kick off a new global campaign, themed “Stir Up.” And stirring things up is precisely the point for the coffee liqueur, which wants to encourage more frequent use of the product—not just for special occasions. With espresso martinis, in particular, gaining popularity, Kahlúa is urging consumers to start making them at home.

“We’re over the top and proud,” said Craig van Niekerk, global VP of marketing for Malibu and Kahlúa. “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.” 

Two more spots extend the theme—with saturated visuals, ridiculously excessive acting and over-the-top sound design.


“Creating a new platform for an iconic brand is always an exciting challenge, especially when you get to throw novela gasps, door kicks and Salma Hayek at it,” said Philippa Beaumont and Freddy Taylor, creative directors at W+K London. “Our new ‘Stir Up’ platform captures the anything-but-expected nature of Kahlúa, giving us a really playful role in people’s lives. We’re excited to ‘Stir Up’ more things with Kahlúa.” 

The campaign also includes vibrant out-of-home executions, as seen below.

Kahlúa billboard that reads "Friday called. It's bored of wine"

Kahlúa billboard that reads "A little oolala in your leche"

Kahlúa billboard that reads "Over ice & over the top"

Series of Kahlúa wild postings

Kahlúa billboard that reads "Friday called. It's bored of wine"

The campaign also includes a refreshed bottle design, which retains the yellow and red wording—“but with a playful modern take,” according to the brand.

Old and new Kahlúa bottle designs
The ads and label will debut in the U.S. in November.


Oct 24, 2023
Client :
Agency :
Wieden & Kennedy-London
Creative Director :
Philippa Beaumont
Creative Director :
Freddy Taylor
Creative :
Hannah Fortune
Creative :
Chelsea Thorley
Chief Creative Officer :
Ana Balarin
Chief Creative Officer :
Hermeti Balarin
Senior Producer :
Aurelie Livera
Head of Production :
Richard Adkins
Head of Production :
Amy Leach
Print Producer :
Aurelie Livera
Print Producer :
Priya Shial
Design Director :
Phil Rosieur
Designer :
Zhangzhe Peng
Studio Specialist :
Zee Kerry
Motion Designer :
Joel Somerfield
Strategy Director :
Brian Ritter
Strategist :
Melanie Eckersley
Chief Strategy Officer :
Dan Hill
Group Brand Director :
Laura Jacobs
Brand Director :
Siham Zerkak
Brand Manager :
Oliver Mitchell
Executive Business Affairs Manager :
Alex Coomer
Head of Business Affairs :
Helena Tomas
Global VP Marketing :
Craig van Niekerk
Director Global Brand Creative :
Tad Greenough
Head of Brand Creative :
Anthony Glynn
Head of Brand Creative :
Filip Kiisk
Global Marketing Manager :
Giancarlo Martins
Creative Content Director :
Greg West
Creative Content Consultant :
Martina Borgman
Head of Brand Marketing :
Lorna Kavanagh
Production Company :
Director :
Rodrigo Valdes
Hugo Legrand Nathan
Executive Producer :
Kate Elson
Producer :
Dom Wilcox
Director of Photography :
Arnau Valls Colomer
Production Design/Art Direction :
Jose Tirado
1st AD :
Julian Richards
Production Company :
Morgan Lockyer
Production Company :
The Forge
Photographer/Director :
Nick Rees
Agent / Producer :
Waldo Wilkinson
Retouching :
Stanley's Post
Retouching :
Tash Parsons
Retouching :
Pete Stedman
Post Production :
The Forge
Post Producer :
Jack Gillespie
Lead Retoucher :
Jean-Michel Massey
Editorial Company :
Final Cut
Editor :
Sam Bould
Assistant Editor :
Matt Gabzdyl
Post Producer :
Ella Marafini
Post Executive Producer :
Michelle Corney
VFX Company :
Time Based Arts
2D Lead Artist :
Stephen Grasso
2D Artist :
Timo Huber
2D Artist :
Alistair Hamer
2D Artist :
Olivia O'Neil
2D Artist :
Danny Peoples
2D Artist :
Jack Stone
2D Artist :
Matt Jackson
2D Artist :
Oliver Ramsey
VFX Producer :
Mia Saunders
Colorist :
Simone Grattarola
Shoot Supervisor :
Oliver Ramsey
Music Company :
Twenty Below
Artist/Writer :
Guy Farley
Sound Design & Mix Company :
750 MPH
Sound Design & Mix :
Giselle Hall
Audio Producer :
Caroline Jemirifo

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