Dive Brief:

• Dunkin’ and Pernod Ricard coffee liqueur Kahlúa are promoting a co-branded product, Kahlúa Dunkin’ Caramel Swirl Cream Liqueur, in a new campaign, according to a press release.
• “It’s Kahlunkin’” stars actor Salma Hayek Pinault in a telenovela-inspired video spot. Created in partnership with Wieden + Kennedy London, the campaign will run across streaming video, audio, digital and social.
• The effort also includes a partnership with Bravo’s “Watch What Happens Live” on Oct. 23. Additionally, the beverage will be poured at festivals such as ChainFest LA and the New York City Wine & Food festival.

Dive Insight:

Amid a resurgence in demand for coffee liqueur-based drinks, such as the espresso martini, Dunkin’ and Kahlúa’s collaborative product has seen increased relevance. The combination of two recognizable brands may help the offering to stand out to consumers. The caramel flavor may also appeal to those looking to put a twist on a classic cocktail, further appealing to the changing tastes of Gen Z.

In campaign spots inspired by the heightened melodrama of telenovelas, a group of friends lounge around as someone pours a glass of what appears to be standard Kahlúa. Then, Hayek Pinault bursts in dramatically, declaring that the bottle is an imposter. The label is peeled away to reveal the beverage is really a Kahlúa Dunkin' Caramel Swirl Cream Liqueur, while a giant coffee cup in the corner has its mustache ripped away, giving way to the Dunkin’ logo. 

While the identity of the person in the coffee cup costume is a mystery, consumers can enter a guess on Kahlúa’s Instagram or website for the chance to win a gift from the two brands. The person in the cup will will be revealed as part of the tie-up with Bravo’s “Watch What Happens Live.”

Dunkin’ Munchkins also appear in the spot and are being promoted as the perfect pairing for the liqueur. A pop-up event hosted at Grand Central Terminal's Graybar Passage on Oct. 21 allowed consumers ages 21 and older to try the drink with the donut-hole treat.

This isn’t Dunkin’s first foray into alcohol. The brand in 2023 released a line of spiked iced teas and coffees known as Dunkin’ Spiked. The launch of the spiked and co-branded products aligns with shifting trends in coffee consumption among younger consumers, who typically look for speciality and crafted drinks.

Pernod Ricard has seen a slow start to its 2026 fiscal year, leading to a 14.3% sales decline, according to an earnings report. In the U.S., sales declined 16%, largely due to a subdued market and inventory adjustments. However, many core brands, including Kahlúa, continue to outperform other products in its category.