A dash of coffee, a swirl of caramel, and a splash of drama — that’s the recipe behind Kahlúa’s new “It’s Kahlunkin’” campaign, a telenovela-inspired collaboration between Kahlúa and Dunkin’. Starring Salma Hayek Pinault, the spot introduces the new Kahlúa Dunkin’ Caramel Swirl Cream Liqueur, a blend of Kahlúa’s iconic coffee-rum essence with Dunkin’s Caramel Swirl flavor and real cream.
Directed by Rodrigo Valdes and created by Wieden+Kennedy London, the short film-style commercial unfolds in pure telenovela fashion: a living room filled with intrigue, a mysterious pour of creamy liqueur, and a dramatic entrance from Salma Hayek herself, declaring that the drink is not Kahlúa. The plot twist? A disguised Dunkin’ coffee cup reveals the true identity of the beverage — it’s Kahlunkin’. The drama peaks with the question that drives the campaign: “Who. Is. In. The. Cup.?”
The word “Kahlunkin’” itself symbolizes the union of two cultural icons, merging Dunkin’s approachable coffee culture with Kahlúa’s indulgent sophistication. The result is a drink — and a campaign — that’s bold, playful, and unapologetically over-the-top.
“It was such a joy to celebrate moments of connection with Kahlúa once again, plus a wink of Dunkin’ humour along the way,” said Salma Hayek Pinault. “I think people will feel the energy and playfulness we felt while shooting.”
To mark the launch, Kahlúa and Dunkin’ are bringing the Kahlunkin’ experience to life across screens and cities:
- On television: Kahlúa teams up with NBCUniversal to promote the new liqueur, including a feature on Bravo’s Watch What Happens Live on October 23.
- At festivals: The drink will be served at major events like the New York City Wine & Food Festival and ChainFest LA.
- In New York City: A one-day-only pop-up at Grand Central Terminal on October 21 will invite visitors to sample the drink alongside Dunkin’ MUNCHKINS® Donut Hole Treats.
According to Caroline Begley, Vice President of Marketing at Kahlúa, “Salma brings her signature glamour and charisma to every scene. Her role as the Kahlúa authority gives this campaign the energy and elegance that define our brand.”
The campaign will roll out across streaming, digital, social, and audio platforms, accompanied by 15- and 30-second cuts of the ad. Fans can even visit Kahlúa’s website or Instagram to guess “Who. Is. In. The. Cup.?” for a chance to win prizes, including a year of free Dunkin’ coffee.
Craig van Niekerk, Global Vice President of Marketing for Kahlúa, sums up the brand’s ambition: “When we began working with Salma two years ago on our Stir Up campaign, we set out to make Kahlúa the world’s most dramatically playful spirits brand. With It’s Kahlunkin’, we’re taking that drama to the next level — combining Dunkin’s humor with our love for the theatrical.”
Rich, creamy, and delightfully absurd, It’s Kahlunkin’ captures everything that makes Kahlúa unforgettable — and just a little bit extra.
