Kahlúa®, the original spirit of Veracruz, goes back to its roots with the launch of its latest advertising campaign, «Delicioso.» With a focus on the brand’s origins—the heart of Veracruz, Mexico—the new campaign highlights its rich heritage and the compelling combination of 100 percent Arabica coffee and sugar cane spirit. Engaging consumers in the U.S. and Canada, «Delicioso» will feature executions across television, print, out-of-home and digital media.

Created by TBWA\Chiat\Day in New York and directed by Frederick Bond, the campaign features three 30-second television spots, shot in Veracruz, Mexico and featuring Mexican actress Ana de la Reguera. In the spots, titled «Unexpectedly Delicioso,» «Delicioso Ingredients» and «Spanish Intrigue,» Reguera invites viewers to meet the people and explore the culture of her home state, while highlighting the origins and ingredients of Kahlua.

The campaign was inspired by the architecture, imagery and vibrant colors of Veracruz and provides a glimpse of the brand’s new visual identity.  Print executions feature the iconic Kahlúabottle and Kahlúacocktails with the word «Delicioso.» Communicating the rich taste and the versatility of the product, the executions feature cocktails.

Beginning in November, across the U.S., television spots will be aired on a range of channels and print ads will run in Cosmopolitan, InStyle, People, GQ and Esquire, among other magazines. Out-of-home executions will be seen throughout New York City, appearing in restaurants and bars, commuter station kiosks, as well as on commuter trains in NYC and New Jersey suburbs. Executions will also appear in select markets across Canada.

As part of Kahlúa’s new visual identity, the brand will also update its online destination, www.Kahlua.com, and launch a new iPhone application, a unique tool for consumers to engage in interesting conversations in social settings.