Two months after taking on the distribution rights for Tia Maria, First Drinks is rolling out a £1 million TV ad campaign for the coffee-flavoured liqueur.
Called Mix It, the push will communicate Tia Maria’s mixability and versatility.
Featuring both men and women drinking the liqueur in different ways, the TV ad will air on ITV1, Channel 4 and Channel 5 throughout December.
The new ad is a “complete departure” from what was previously aired on TV screens in 2003, according to First Drinks.
Brand manager Sarah Harding added: “We have been off television screens for six years now, but felt the time was right to implement heavyweight TV advertising activity and remind consumers that Tia Maria is a must-stock brand, as it can be drunk in such a wide variety of ways.”