Kahlua tells you to rethink social media in this new campaign

What is it?

Liquor brand Kahlua recently launched a campaign called “Zero Likes Given” that is both fun and thought-provoking. The highlight of the campaign is an exhibition in New York City curated by actress Jackie Cruz, of Orange is the New Black fame. It will showcase photos that have been posted on Instagram that have gotten...zero likes. The brand also developed a #bottomnine tool, the opposite of the popular #bestnine tool, to help users generate their worst-performing photos on Instagram. Kahlua hopes to inspire people to rethink social media and the importance of “likes”.

Why do we love it? 

We love that Kahlua is trying to create conversation around the over-prevalence of social media. By putting forward such an unexpected campaign, Kahlua is able to show consumers that it is more than just an alcohol company, but a brand that is willing to propel change in the world.