Kahlua has teamed up with Condé Nast Traveler and the Oxygen Network to push its coffee liqueur though a new TV show, Bring Home the Exotic.
The five-part series lets viewers travel with a Condé Nast Traveler editor and a couple to exotic locations around the world, where they explore the new terrain and experience local foods and cultures. Once home, the travelers host a themed party in which they recreate their exotic travel experiences.
Each week’s show features a different exotic location and targets women 30 and older. The first episode showcases Merida, Mexico. Subsequent episodes will feature Riviera Maya, Mexico, Costa Rica, Big Island, Hawaii and Kauai, Hawaii. During each show, Kahlua will offer drink recipes especially themed to each episode.
Bring Home the Exotic premieres Oct. 29 at 2 p.m. PT/ET on the Oxygen Network. The campaign marks Kahlua’s first-ever branded entertainment initiative.
The partnership between Kahlua and Condé Nast Traveler came as the result of Kahlua’s “in home entertaining” marketing strategy. The TV series is designed to help viewers “find the exotic every day” in their lives through in-home entertainment while boosting the brand before the holiday season, said Chris Monaco, director of entertainment marketing for Allied Domeq.
“We tried to create an experience for our consumers where we can actually bring our brand communication strategy to life in a…real life setting,” Monaco said. “We’re showing an attainable way for people to engage with the brand. What better way to entertain in your home with your friends than to…recreate an exotic experience you had on a vacation?”
Viewers can see the trailer of the show online at Oxygen.com. TV spots, online materials and a 12-page insert in Condé Nast Traveler support.
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