Advertising’s a Breeze for Tia Maria

10 December, 2010

First Drinks Brands has unveiled new TV advertising for its Tia Maria liqueur.

The brand will appear in 15 and 20-second ads in the run-up to Christmas, encouraging consumers to try the drink with cranberry juice as part of a Tia Breeze cocktail.

The ads, featuring the fashion model Gia Johnson, form part of the brand’s £3 million media spend and will be screened across terrestrial and digital stations until the end of December.

All Tia Maria bottles will have branded neck collars with the Tia Breeze recipe to encourage trial at home. Sampling activity will take place in 150 bars.

Senior brand manager Sarah Harding said: “Having a strong national TV presence leading up to Christmas will drive sales and reinforce the brand’s quality and versatile credentials. This, coupled with the on and off-trade sampling activity, will reach our target audiences and ensure that Tia Maria is a must-stock brand for retailers and the on-trade alike during this crucial sales period.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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