Ads expect the unexpected

18 April, 2008

Tia Maria is to get a

£1 million marketing boost this year.

Brand owner Pernod Ricard has created Deliciously Unexpected to include sponsorship of Living TV's new US drama Army Wives. A series of 10-second bumper-break ads will run until the end of May during the show's eight episodes.


TV ad will also be aired during programmes targeting 25 to 35-year-old women and print ads will appear in a selection of women's lifestyle magazines including Red, InStyle, Eve, Elle, Marie Claire, Glamour and Cosmo.

Head of marketing Pat Venning said: "This investment marks the biggest integrated campaign for the brand under our ownership and will reinforce Tia Maria's relevance as a sociable and mixable spirit for today's modern woman."

The TV and print ads feature the silhouette of a female pool player and DJ, with more images of women featured inside the silhouette, to show "the compl ementary layers to each woman's personality and lifestyle", Venning added.

This latest campaign boosts Pernod's recently increased investment

in Tia Maria, which will continue through 2009 and includes TV sponsorships with Dancing with the Stars and Dirty Dancing - The Time of Your Life. The brand was also relaunched in new-look packaging at the end of last year.

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