A new TV advertising campaign for Tia Maria will air for three weeks from Monday 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 ads focusing on an occasion-based strapline ‘When the Sun Goes Down’, centring around the versatility of the liqueur.
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 just two months after the brand underwent a significant pack refresh.