Pernod Ricard is raising awareness of Kahlúa as an essential ingredient for an Espresso Martini with a new outdoor campaign.

A large-scale mural in east London’s Shoreditch will be live from this week until the end of the year. The campaign will also span nine other cities throughout the UK, including: Birmingham, Manchester, Leeds, Nottingham, Newcastle, Glasgow, Edinburgh, Bristol and Southampton. In total, there will be 1,272 roadside sheets distributed.

It will also be supported in-store and on social media, encouraging consumers to re-create one of their top ten favourite cocktails at home.

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Liam Murphy, marketing manager for Pernod Ricard UK, said: “There is no better time for Kahlúa to be launching its out-of-home media campaign than Christmas, with searches and consumption of the Espresso Martini increasing during the festive period.

“The mural location in Shoreditch has been chosen to create a lively wow factor amongst our target audience of 25 to 34-year-olds, highlighting the simplicity of recreating the serve at home.”

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