Kahlua Launches Its Largest-Ever TV Advertising Campaign

WESTPORT, Conn.--(BUSINESS WIRE)--Oct. 26, 2004--

New Spot Highlights "Everyday Exotic" Moments, With a Splash of Kahlua

“Consumers have told us that Kahlua isn't like other brands; that it's a little bit out-of-the-ordinary, sensual and exotic, and these TV spots show just that - relatively ordinary scenes juxtaposed with surprising touches of the exotic”

Allied Domecq Spirits, North America (NYSE:AED), a marketing-led brands business, and Kahlua(R), the world's number-one selling coffee liqueur, today announce the launch of a new television advertising campaign aimed at driving everyday Kahlua consumption by showing millions of Americans how to make each day a little less ordinary and a little more exotic. Beginning in November and airing on both national cable and local network affiliates, the campaign represents Kahlua's largest-ever television advertising spend - an amount approaching ten million dollars.

Created by Publicis Worldwide, Allied Domecq's agency of record, the 30-second television spot depicts exciting variations of ordinary events from the lives of Kahlua's target consumers, primarily women and men, age 30-44. Featured scenes include everyday women provocatively walking with a leashed alligator; floating on an oversized lily pad; and admiring a pet tiger cub. The spot culminates with a woman enjoying an exotic splash of Kahlua.

"Consumers have told us that Kahlua isn't like other brands; that it's a little bit out-of-the-ordinary, sensual and exotic, and these TV spots show just that - relatively ordinary scenes juxtaposed with surprising touches of the exotic," said Barbara Jackson, vice president of marketing, Allied Domecq Spirits, North America. "Our 'Everyday Exotic' theme capitalizes on this key insight by making Kahlua relevant to our consumers' everyday lives. While you may not be able to regularly experience the exotic moments shown in the spot, you can enjoy an exotic splash of Kahlua every day. We strongly believe that this new commercial will drive everyday Kahlua consumption and ultimately drive volume."

Just in time for the holiday selling season, the ads hit the air in early November on national cable and spot TV shows such as Desperate Housewives, CSI, Trading Spaces, Alias and Nip/ Tuck. "Our placements have been strategically selected to deliver our message where research shows our target consumers can be found," said Jackson. "Shows such as Desperate Housewives are the kind of 'appointment television' our target audience is watching."

AC Nielsen statistics show that Kahlua sales increased by 6.8 percent during the latest four-week period, outpacing the very active cordials category and its nearest competitor. The brand has seen 4.4 percent growth over the latest 52-week period, according to AC Nielsen.

About Kahlua(R)

Kahlua, the original, authentic coffee liqueur, is enjoyed all over the world, often as the first and last drink of the evening. Kahlua's instantly recognizable taste comes from 100% Arabica coffee beans grown high in the mountains in Vera Cruz, Mexico. Kahlua is formulated to be mixed and is used in many high-demand cocktails, such as Kahlua and Milk or Cream, Kahlua Black Russian (Kahlua and Stoli vodka) and Kahlua White Russian (Kahlua, Stoli vodka and milk). For more information, visit http://www.kahlua.com

Kahlua 20%, 21%, 26.5% alc./vol., Especial 35% alc./vol. Imported and marketed by Allied Domecq Spirits, North America, based in Westport, CT. Allied Domecq reminds consumers to "Unleash It In Moderation".

About Allied Domecq Spirits & Wine North America

Allied Domecq Spirits & Wine North America is a division of Allied Domecq PLC (NYSE:AED). Allied Domecq is a marketing-driven brands business that operates globally in spirits and wine and quick service restaurants. Powerful and exciting brands drive profitable growth and strong, consistent cash flows. Leading North American brands include Kahlua(R), Stolichnaya(R) Vodkas, Sauza(R) Tequilas, Beefeater(R), MALIBU(R) flavored rum, Canadian Club(R), Courvoisier(R), Maker's Mark(R), WET by Beefeater(tm), Midori(R), Hiram Walker(R) Liqueurs, Buena Vista(R), William Hill(R) Wines, Clos Du Bois(R), Brancott(R), Atlas Peak(R), Champagne Perrier Jouet(R), Champagne Mumm(R), Dunkin Donuts(R), Baskin Robbins(R) and Togo's(R) restaurants. Enjoy Allied Domecq's brands responsibly and in moderation.

Allied Domecq, North America's vision is to be the "First Choice Supplier" in the hearts and minds of its customers, consumers and employees. For further information on Allied Domecq please visit www.allieddomecqplc.com. For media inquiries in North America, please visit http://press.adsw.com.