>The US division of Allied Domecq is rolling out its rum-based drink Kuya across the country. The launch will be accompanied by its inaugural advertising campaign, in what the company is calling its biggest ever US product launch.
Featuring print, radio and out-of-home ads, the campaign features the question “Do Ya Kuya?” The ads will appear as “wild postings” and on billboards in key markets, and in such national magazines as Maxim and Stuff.
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The product was introduced in 18 markets in May 2003, and it received faster and broader distribution than anticipated due to strong distributor and retailer enthusiasm, Allied said in a statement.
Allied Domecq supported Kuya’s initial launch with thousands of summertime “React to the Beat” on-premise sampling events and a full range of promotional materials. “These efforts, along with the extensive marketing support behind the national rollout, make Kuya the biggest product launch in Allied Domecq’s U.S. history,” said Barbara Jackson, Vice President, Marketing for Kuya and Kahlua at Allied Domecq Spirits, North America.
Kuya’s “Do Ya Kuya?” campaign is one in a series of marketing campaigns launched by Allied Domecq for the upcoming holiday season. “The Allied Domecq brand portfolio is enjoying a 20% increase in advertising spend over last year, signalling our heavy investment in the brands people want – for celebrating, for entertaining and for gift giving,” said Simon Cunningham, executive vice president, marketing, Allied Domecq Spirits, North America.
