The Food & Drink Innovation Network

September 14th, 2012

Illva Saronno SpA and First Drinks have announced the launch of a brand new TV advertising campaign for Tia Maria.

The new creative will air for three weeks this September and will showcase the revamped Tia Maria packaging which launched earlier in the summer.

The advertising campaign will be on air again throughout November and December, in the run up to the all important Christmas season.

There will be 20 second and 10 second versions of the new advertisements focusing on an occasion based strapline ‘When the Sun Goes Down’.

The advertising will be centred around two key serves in a bid to demonstrate the versatility of the liqueur; the Tia Espresso Martini, a mix of Tia Maria, Espresso, Vodka and Sugar and the Dark Maria, a combination of Tia Maria, Dark Rum, Cola and Lime.

Fabio Boldini, International Marketing Director for Tia Maria said:

“Whilst the brand continues to perform well, it is vital that we seek ways of recruiting new consumers while looking after the current drinkers who remain loyal to Tia Maria.

“Through illustrating the flexibility of the drink and the various ways people can enjoy it, we hope to attract a new audience to the brand.

“This is the first step of a 360° relaunch of the Tia Maria brand, that will touch on the new packaging, new cocktail strategy and new brand activation platform.

“We know from research that the majority of consumers drink Tia Maria when kick starting their evenings.

“We hope the new advertising campaign helps to promote this drinking occasion and the versatility of the liqueur.

“The new serves encourage people to experiment and discover new ways to enjoy Tia Maria, whether it be at home or in a pub or bar.”

The advertising campaign comes two months after the brand underwent a significant pack refresh.

The product, which is sold in over 60 countries, now comes in a new bottle design which was created to give Tia Maria greater stand out on-shelf and on back bars.