Headlining the pre–Christmas activity will be the launch of a heavyweight press and poster campaign designed to create high impact and engage the target consumer. The campaign uses a highly iconic illustrative style reminiscent of all things 50s and film noir to portray a sophisticated vision of female empowerment for 30-45 year old female consumers.

Comprising three executions, each feature a striking and mysterious female image, positioning the dark spirit in an eye-catching way.  The campaign is a logical evolution of the highly successful Princess of Darkness theme carried by the brand’s campaign for much of the 1990s.

Breaking on the 18^th October, the campaign will lead up to the clocks going back on 31^st October. The heavyweight campaign will include inserts in selected national women’s press and national weekend supplements, as well as appearing on some of the most highly visible outdoor advertising sites.  In the week leading up to the clocks going back, a consumer awareness campaign will run in conjunction with The Sun and selected radio stations on the Capital and Big City networks outside of London to further build on the mysterious image of Tia Maria and the extra hour of darkness.

Louise Swift, Senior Brand Manger for Tia Maria^® said: “ ‘The Princess of Darkness’ campaign from the 1990’s is now legendary. The new ‘Dark Spirit’ creative builds on this heritage and sees the brand and its image evolve to reflect the changes in the lives and influences of our target market.  It is impactful and will undoubtedly build on the brands’ affinity with existing consumers”.

In the off trade ADUK is trialing a special edition Tia Maria^® Orange liqueur spirit.  The innovation hits the shelves exclusively in Asda stores in October for the Christmas period.  Targeted at established consumers and the gift sector, the 70cl bottle special edition will benefit from high visibility gondola end positioning and will be supported by a nation wide in store sampling programme.  In store research interviews will also be carried out to measure the reaction to the new flavour.                                                                                                                                                           

Said Louise Swift:  “ We really feel that the time is right for us to look at a new variant on the established Tia Maria^® brand.  Like the parent product, it is a versatile spirit. Mixed with lemonade, for example, it really does provide consumers with a delicious drink. Pre trial research has provided us with a positive response to the product, with many testers describing it as having a ‘chocolaty orange flavour’. We are really confident that this will be a Christmas success.”

Mixability and drinking solutions are the theme for further pre-Christmas activity behind Tia Maria^® in the off trade.  A neck collar on 1L bottles of Tia Maria^® helps consumers experience the four exciting ways to enjoy the dark spirit - Black Russian, Calypso Coffee, with Cola, or simply over ice. A 50 pence off next purchase voucher is also included for redemption outside of the Christmas period.

“This is all about providing exciting ways for consumers to enjoy their favourite spirit” said Louise.

In addition, 70cl bottles of Tia Maria^® will carry a complementary 5cl miniature of Tia Lusso® Cream Liqueur.  The pack will be on sale across the off trade and route to market customers from mid September and will include a 50 pence money off voucher redeemable against Tia Lusso^® 70cl or litre bottles, as well as information on how to enjoy the cream liqueur.

“With high levels of distribution and consumer awareness, supported by a consumer and trade campaign that is both innovative and impactful, we are very confident that Tia Maria^® will have an outstanding Christmas, and we look forward to further innovative activity in the new year.” concluded Swift.

~ENDS~

Notes to Editors