The brand will appear in 20 and 15-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 bottle stock will have branded neck collars featuring the Tia Breeze recipe to encourage trial and interaction with drinkers at home. Sampling activity will take place in 150 bars across the UK.
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.”