Few ads are set in old folks’ homes. They aren’t particularly aspirational (though Magnum had a crack at creating such a place a few years ago), and most brands are obsessed with appealing to young people.
Kahlúa’s new ad doesn’t make much effort to glamorise the setting – though it does open with the suggestion that staff go around last thing at night with a trolley laden with Irish cream ‘nightcaps’. Nice!
Not as nice as if the residents were provided with Kahlúa, the ad suggests: this lot have evidently got hold of a few bottles to use as party fuel. It’s a surprise – even more so when one foul-mouthed nana batters a door down with a mobility scooter and demands admittance.
The brand’s new coffee cream is ‘not a nightcap’, we’re told. OK! Well, it might not be aspirational, but it’s certainly a bold way to announce a brand extension.
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