"ANYTHING GOES" WITH KAHLÚA KOOL BUS
By Adnews Staff
The launch of the "Anything Goes" advertising campaign for Toronto-based Corby Distilleries Limited's Kahlúa brand is being supported with public relations and promotional activities including a Kahlúa Kool tour bus travelling across Canada stopping in Toronto, Calgary and Vancouver. The ad campaign is promoting two Kahlúa-based drinks: The Original Mudslide and White Russian. National television and magazine advertising is being accompanied with radio spots and outdoor advertising in select markets and print ads in urban weeklies. Cinema advertising and a new Web site at <http://www.kahlua.com> are also planned. The Kahlúa Kool bus is another piece of outdoor advertising, Corby Distillers' national brand manager Bruce Miller explained, allowing exposure in places advertising creative does not reach. Kahlúa targets the 19-24 year age group. The bus, measuring 45 feet in length, features a purple background with a Mudslide girl on one side and a James Bond-like White Russian girl on the other. Media co-promotions allow consumers to win a seat on the bus where "Anything Goes," including invites to VIP nights at dance and comedy clubs, trips to CD launch parties or attendance at events such as fashion shows. The ad creative was done by BBDO of Chicago and adapted for the Canadian market by Goodgoll Curtis of Toronto. The Media Company, also of Toronto, handled media buying. The campaign, which began rolling out last month, is scheduled to run through December. Cohn & Wolfe is managing all public relations activities as well as organizing the co-promotions, being executed through Mosaic Group, both of Toronto.