Almex and Company introduced a new coffeeflavored liqueur in direct competition with Hiram Walker’s tremendously successful Kahlua brand.

Almex named its new entry Kamora and packaged it in a bottle similar to that of Kahlua, using a pre-

Columbian label design. The ad copy for Kamora reads, “If you like coffee—you’ll love Kamora.”

Explain Almex’s marketing strategy in terms of learning theory.