Kahlúa & Salma Hayek Pinault Bring Drama & Brand Strategy in Dunkin’ Collab

Kahlúa and Dunkin’ are stirring up the coffee liqueur scene, with Salma Hayek Pinault back to lead the show.

The global actress and producer returns as Kahlúa’s leading lady in "It’s Kahlunkin,'" a campaign that redefines indulgence with a caramel swirl and a touch of telenovela tropes. 

The campaign spotlights the "Kahlúa Dunkin’ Caramel Swirl Cream Liqueur," a collaboration that uses Kahlúa’s coffee-and-rum base with Dunkin’s caramel flavor and real cream.

“It was such a joy to celebrate moments of connection with Kahlúa once again, plus a wink of Dunkin’ humor along the way,” said Hayek Pinault.

“I think people will feel the energy and playfulness we felt while shooting.”

Kahlúa Global VP of Marketing Craig van Niekerk said the campaign takes the brand’s personality "up a notch."

"Partnering with Dunkin’ was a perfect match. The spot combines their iconic brand of humor with our telenovela-inspired, over-the-top spirit.”

Overall, "It’s Kahlunkin'" is more than a telenovela parody and a pop culture reference because it also serves as a celebration of dual identities and a showcase of effective celebrity marketing.

From Screen to Pop-Up

Directed by Rodrigo Valdes and developed by Wieden+Kennedy London, the spot opens on a suspenseful living room scene. 

A mysterious pour, a dramatic entrance, and Hayek Pinault kicking down the door reveals the truth: this isn’t Kahlúa, it’s "Kahlunkin.'"

The ad went all in on the visuals, dressing its actors in Dunkin' and Kahlúa-colored outfits, and having Hayek shrouded in smoke as soon as she enters the room. 

Not to mention, they also made a life-sized Dunkin' cup to really sell the humor. 

Beyond the spot, the It’s Kahlunkin’ campaign extends across screens, festivals, and one-day-only activations.

In a cross-channel brand partnership with NBCUniversal, Kahlúa will drive awareness through integrations across network programming, including Watch What Happens Live on Bravo, airing October 23.

Notably, the brand will also pour the new liqueur at major events like the New York City Wine & Food Festival and ChainFest LA.

Meanwhile, digital and social rollouts are encouraging audiences to guess “Who. Is. In. The. Cup.?” on Kahlúa’s Instagram and website for a chance to win prizes, including a year of free Dunkin’ coffee.

Kahlúa’s marketing team sees the campaign as a natural evolution of its “Stir Up” collaboration with Hayek Pinault two years ago.

The ongoing partnership keeps the brand in conversation while making it a comedic treat for telenovela and liquor fans.

What Makes Kahlúa x Dunkin Work

For marketers, Kahlúa’s It’s Kahlunkin’ campaign demonstrates how a humorous and culturally tuned story can reinvigorate two legacy brands.

• Pairing heritage with a beloved TV show format like telenovelas makes older brands feel new without losing their soul.
• Celebrity partnerships work best when the personality’s tone mirrors the brand’s. Here, Hayek Pinault’s energy matches Kahlúa’s playful brand voice.
• Expanding activations beyond the ad, from TV integrations to public pop-ups, helps a campaign feel like an experience, not just a commercial.

Similar brands like Absolut have also tapped into playful storytelling to attract younger audiences, all while staying true to their core identity. 

Case in point, the vodka brand teamed up with Paris Hilton and "Wicked: For Good" for limited-edition collectibles, harping on the hype fans have for the upcoming Universal Pictures film. 

Our Take: Can Humor Reignite Legacy Spirits?

I think Kahlúa’s move to pair Salma Hayek Pinault with Dunkin’ is as self-aware as it is strategic.

Spirit brands often fall into the trap of nostalgia-baiting, but It’s Kahlunkin’ knows how to laugh at itself, which is precisely what makes it memorable. 

The collaboration also proves that legacy liqueur brands can stay culturally relevant through humor, partnership, and fun parodies.

If Baileys is for cozy nights in, Kahlúa just claimed the drama-filled happy hour.

Recently, Pizza Hut also tapped into celebrity-driven marketing with Josh Allen’s "Say Hut" campaign.