Salma Hayek Crashes a Dinner Party in Kahlúa’s Melodramatic Campaign

The espresso martini is one of the most popular drinks in the world. But with people cutting back on nights out amid the cost of living crisis, Kahlúa has called on a special guest to reassure drinkers they can still enjoy coffee-based cocktails at home.

The brand tapped Salma Hayek Pinault to star in its new global campaign, created by agency Wieden+Kennedy London. “Stir Up” positions Kahlúa as a treat that doesn’t require a special occasion.

Mexican director Rodrigo Valdes helmed a series of spots inspired by the melodrama of telenovelas.

In one film, Hayek lounges on a couch wearing a yellow gown that matches the liqueur’s bottle. She assures viewers: “You’re not a couch potato, you’re a couch espresso martini.”

Meanwhile, a boring dinner party is livened up by a woman busting out a bottle of Kahlúa and Hayek kicking in the door holding an espresso martini, announcing: “Friday called. It’s bored of wine.”

“We’ve created a really authentic and ownable place for Kahlúa to live in,” Wieden+Kennedy London creative directors Philippa Beaumont and Freddy Taylor told Adweek. “It’s an iconic brand full of personality, and we wanted to do that justice with a campaign that felt as bold as the drink itself.”

The campaign also incorporates out-of-home ads spotlighting espresso martinis, mudslides and Kahlúa with milk. It will launch in the U.S. in November at the same time as a label refresh designed to pay homage to the brand’s Mexican heritage.

“We’re over the top and proud,” Malibu and Kahlúa global vice president of marketing Craig van Niekerk said in a statement. “We are channeling our Mexican personality to inspire a new generation of home mixologists with a fun and dramatic alternative.”

CREDITS

W+K London
Creative directors: Philippa Beaumont, Freddy Taylor 
Creative: Hannah Fortune
Creative: Chelsea Thorley
Chief creative officers: Ana Balarin, Hermeti Balarin
Senior producer: Aurelie Livera
Heads of production: Richard Adkins, Amy Leach 
Print producer: Aurelie Livera, 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

Kahlúa
Global vp marketing Malibu & Kahlúa: Craig van Niekerk
Director global brand creative: Tad Greenough
Head of brand creative North America: Anthony Glynn
Head of brand creative Malibu and Kahlúa: Filip Kiisk
Global marketing manager Kahlúa: Giancarlo Martins
Creative content director North America: Greg West
Creative content consultant: Martina Borgman
Head of brand marketing Kahlúa: Lorna Kavanagh

Production: AV
Production company: Birth
Director: Rodrigo Valdes
CCO: 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: Stills/Drinks Motion
Production company: Morgan Lockyer/The Forge
Photographer/Director: Nick Rees
Agent/Producer: Waldo Wilkinson
Retouching: Stanley’s Post: Tash Parsons & Pete Stedman
Post production: The Forge
Post producer: Jack Gillespie
Lead retouch: Jean-Michel Massey

Editorial
Editorial company: Final Cut
Editor: Sam Bould
Assistant editor: Matt Gabzdyl 
Post producer: Ella Marafini
Post executive producer: Michelle Corney

VFX and Color
VFX company: Time Based Arts
2D lead artist: Stephen Grasso
2D artists: Timo Huber, Alistair Hamer, Olivia O’Neil, Danny Peoples, Jack Stone, Matt Jackson, Oliver Ramsey
VFX producer: Mia Saunders
Colorist: Simone Grattarola
Shoot supervisor: Oliver Ramsey

Music
Music company: Twenty Below
Artist/Writer: Guy Farley

Sound Design/Mix
Company: 750 mph
Sound design and mix: Giselle Hall
Audio producer: Caroline Jemirifo