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Kahlúa was born in Mexico, in 1936. A unique mix of rum and coffee. It’s the key ingredient in some of the world’s most famous cocktails, from the B52 to the Espresso Martini, the Frozen Mudslide to the Mind Eraser. Plus, of course, the White Russian.

It’s also featured in many cult films over the years. But in recent years, it has been in the doldrums. The brief was to make the brand cool again and our idea was to revisit the brand’s cinematic heritage.

We asked what a top moviemaker would do with Kahlúa and its cocktails. The result is Kahlúa Productions, millions of YouTube views and a 5% sales uplift, after a decade of decline.