CREATIVE OVERVIEW

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For year two of Kahlúa’s Caramel Encounters campaign, we were tasked with creating an even bigger splash than the year before. We concepted around traditionally buzzy cultural storylines – and what’s more splash-worthy than a celebrity dating scandal?!

 

The 2.0 version of Caramel Encounters followed a typical celebrity dating scandal timeline and centered around the sensationalized love triangle between Virgin Iced Coffee, Kahlúa Salted Caramel and Original Kahlúa. 

 

In 2015, videos were created that personified Virgin Iced Coffee and Kahlúa Salted Caramel as "the new it couple". So when "rumors surfaced" in the summer of 2016 on Star, Radar, and OK! that Virgin Iced Coffee had been spotted with Original Kahlúa...a scandal was born.

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Shortly thereafter, comedy YouTuber Jorge Munoz released an “apology video” publicly taking credit for capturing and leaking the footage of Virgin Iced Coffee and Original Kahlúa. In response, the official Kahlúa Twitter handle claimed that these were “private moments” of the couple that were “never meant to get out.”

 

Finally, a cover spot on Star Magazine directed readers to a scandalous two-page editorial spread chronicling the love triangle.

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MY ROLE

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I was part of a small-team that executed this campaign. My role included the following responsibilities:

• Shaping the creative narrative through strategic recommendations on how to activate influencer partnerships.

• Devising the content strategy and roll-out plan of all creative elements.

• Sourcing and negotiating the contract for influencer talent.

• Overseeing video edits.

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