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Tia Lusso
Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has unveiled a massive trade and consumer Christmas support programme for its successful premium cream liqueur brand Tia Lusso.
Valued in excess of £7m the campaign will be spearheaded by ADUK’s £1m sponsorship of V Graham Norton on Channel 4. Commencing on October 20th and running right up to Boxing Day, the programme will be aired every weekday over the period - that’s an amazing 50 shows reaching an average of 2.2m per show!
A massive £3m pre-Christmas TV advertising campaign for Tia Lusso® will further enhance TV coverage during the festive season. Commencing in November and running nationwide to the end of December, the campaign will feature an all-new creative for the Tia Lusso brand entitled ‘Limo’. “With over 98% of all females aged 18-44 seeing the combined sponsorship and advertising campaign a minimum of 18 times, we are confident that Tia Lusso will be one of the biggest TV campaigns this Christmas” says Senior Brand Manger Neil Anderson at ADUK
With consumer purchase intent scores rocketing after trial, ADUK remain fully behind consumer sampling and have committed to an extensive three-month in trade and lifestyle sampling programme commencing in October. “All the evidence suggests that once tasted people will buy Tia Lusso, continues `Anderson. “This is why we have committed a massive £1m to this programme alone.
TV and sponsorship work will be heavily supported via a national consumer PR programme. The focus for this programme will be the UK’s No.1 female title Glamour with coverage appearing through out the season. This will be supported by a full national glossy magazine programme created to drive brand awareness and off trade footfall.
Off Trade
Sampling will be a key feature in the off trade this Christmas which will include a massive programme of in store sampling within many key multiple grocery customers. Tia Lusso will also benefit from its own sampling stand at The Good Food Show at the NEC in Birmingham (26th to 30th November) and Earls Court in London (5th to 7th December). The introduction of a new Tia Lusso® trial pack will also drive trial and repeat purchase over the period.
Comprising a dual 5cl serving of Tia Lusso the trial pack reflects and build on the brand’s light and fun positioning. The pack also includes a £1.00 off voucher against a 70cl or litre bottle – all packaged in a cheeky little number that will add a touch of style to both counter tops and shelves alike.
Ideal for those moments of spontaneous fun with friends, the pack adds a new dimension to convenience shopping and with an RRP of just 99p.
On Trade
In the on trade ADUK have created a focused support programme designed to increase brand visibility and rate of sale. Comprising a series of programmes designed to meet the needs of specific needs types of on trade outlet the campaign has an overall theme based around the promotion of four drinking formats. Created to help licensees increase rate of sale the formats are: Tia Lusso over ice –a 50ml serving; Tia Lusso Twilight – a split shot glass that contains Tia Lusso and Tia Maria Liqueur Spirit; Tia Lusso® Café – in latte or cappuccino form and Cheeky - a 25ml serving of Tia Lusso.
With tailored programmes to meet the needs of Tia Lusso® stockists ADUK is confident that on performance will exceed expectation this Christmas. In the managed trade Tia Lusso will run a fun and cheeky tattoo promotion; for the free trade ADUK support will include a stunning range of high quality POS available through wholesalers and the creation of an Optic hotline. The hotel and restaurant sector will benefit from a specially produced Tia Lusso Café kits.
“Although still in its infancy Tia Lusso has firmly established itself as the UK’s number two cream liqueur brand across both the on and off trade sectors. With its unique positioning, sense of fun and taste profile combined with a pre Christmas programme that promises to one of the biggest in the drinks sector we are confident of further dynamic growth and a successful Christmas trading period.
Tia Lusso is about being different; it meets different consumer wants on different occasions and provides retailers and licensees with a different and very profitable sales opportunity for retailers across the trade” concludes Anderson.
~ENDS~
Notes to Editors
1. Tia Lusso and Tia Maria are trademarks of Tia Maria Ltd
For more information please contact:
Mark Hunt
Jefferson Hunt Communication Consultants Ltd
Tel: 01453 827451 / 07768 145583 (M)
E-mail: mark@jeffersonhunt.co.uk
© Copyright 2005 Jefferson Hunt Communication Consultants
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