Kahlua has teamed with the upcoming film Catwoman to push its coffee liqueur during the busy summer season.
The marketing blitz includes promotions at bars across the country focused on the first drink of the night. Catwoman-themed visuals and POS materials tout the events, which began last month. Drink specials include the Purrfect White Russian, tying in to off-premise promotions for a Catwoman co-pack, Kahlua/Stoli Vanil White Russian. The off-premise materials include Catwoman-themed displays, window clings and case wraps. Header cards will also be printed in Spanish and displayed nationally at liquor stores in Hispanic areas, said Kahlua brand manager Virginia Morris.
Larger events will be hosted by radio and print partners during the screening week of Catwoman targeting Kahlua’s core market, 30- to 44-year-old men and women.
An on-bottle promotion appears in club and grocery store chains offering customers $5 at the box office.
Print ads appear in Cosmopolitan, Ladies’ Home Journal, People and InStyle. Radio spots run in top U.S. markets, tied to contests where consumers can win tickets to local screenings of Catwoman prior to the July 23 premiere.
Sports and event marketing company Relay conduct happy hour events. Publicis handled creative for the POS materials.
Catwoman, a Warner Bros. movie, stars Halle Berry and tells the tale of shy and sensitive Patience Prince who is transformed into Catwoman. She walks a thin line between criminal and hero.
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