Designed to further highlight the unique summer drinking proposition of TIA LUSSO, the activity will also include a repeat of the highly successful trial pack which had redemption running at 15% during the last promotion.
“We said at the launch that we would support TIA LUSSO throughout the year and that we would not let the brand fall into the Christmas only trap” says Brand Controller for Liqueurs, Lizzie Pawsey. “Christmas is important, but you can’t ignore the additional opportunity that summer offers. With its cool packaging and lighter taste profile, TIA LUSSO just cries out to be enjoyed over ice during the summer months and that’s exactly what our latest campaign will achieve”.
Designed to reflect and build on the brand’s light and sassy positioning the TIA LUSSO trial pack features two 5cl miniatures and a £1.00 off voucher against a 70cl or litre bottle, and will be available in July retailing at £1.69. In August the sampling campaign will take place in 600 stores nationwide offering consumers the opportunity to try the summer drinking solution of TIA LUSSO over ice and to receive a 50p voucher off the purchase of a 70cl or litre bottle.
“Consumer trial is a key component in the continued success of TIA LUSSO.” adds Lizzie, “ Data evidence clearly shows that that trial will drive purchase of TIA LUSSO. In taste tests consumers ‘loved’ the light silky smooth taste, so much so that purchase intent after tasting reached 97% - the highest test results seen by the independent research company in nearly 30 years2! Add our money off voucher and retailers and consumers will really be on to a winner this summer”.
