Pernod-Ricard has introduced a global advertising campaign for its Kahlua coffee liqueur brand that will feature the kings and queens of the drink's pre-Colombian heritage.

The company said yesterday (5 November) that the campaign, entitled Explore Your Curiosity, will involve television, six print and out-of-home advertising, with a 46% increase in global media spending over last year. The promotional push will launch this month in the US, Canada and Australia.

Pernod added that the television adverts, which began being aired in Canada yesterday, will be shown in the US from 12 November on cable networks including USA, TNT and A&E. The ads will be followed by two additional adverts that will focus on the Kahlua French Vanilla and Kahlua Hazelnut flavours.

The campaign will also run in additional countries, including Japan, Denmark, Sweden and Finland, the company said.

Malibu-Kahlua international senior vice president of marketing Cyril Claquin said: "The mysterious origins and mystical heritage of Kahlua inspire discovery and curiosity, which we brought to life in this campaign."

Pernod Ricard USA's Kahlua brand director Susan Kilgore added: "The Explore Your Curiosity campaign builds on the exotic and intriguing personality of Kahlua illustrated in the popular 'Everyday Exotic' campaign. The new executions further develop these qualities, applying them to Kahlua's mystical heritage and introducing a world of discovery."