Heavyweight national campaign for TIA MARIA^® Liqueur Spirit

A heavyweight outdoor advertising campaign is set to build further momentum around the Tia Maria^® pre Christmas ATL campaign.  Allied Domecq Spirits & Wine (UK) Ltd (ADUK) is investing £2m behind the media campaign for the brand.

‘The Dark Spirit’ outdoor campaign breaks on 1^st December, running until 15th December on some 1,800 highly visible sites throughout the UK.

The campaign builds on the hugely successful consumer activity that ran in October in conjunction with The Sun and selected radio stations, which capitalised on the mysterious image of Tia Maria and the extra hour of darkness in the week before the clocks went back. In addition to the Press campaign that appeared in selected national women’s press adding further weight and visibility to the campaign.

Creatively, the campaign builds on the strong legacy of the brand.  `The Dark Spirit` campaign uses a highly iconic illustrative style to portray a sophisticated vision of female empowerment for 30-45 year old female consumers. The campaign comprises of three executions, each featuring a striking and mysterious female image, and each positioning the dark spirit in an eye-catching way. 

Louise Swift, Senior Brand Manager for Tia Maria^® said: “ This is a really exciting time for Tia Maria! Following on from the highly successful consumer media campaign, the outdoor campaign will further build affinity and relevance with our consumers.

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‘We have carefully chosen some of the most high profile outdoor sites for the campaign and using a mix of 48 and 96 sheet formats it will create real impact during this key trading period.”

Tia Maria is enjoying substantially increased marketing investment this year and, further exciting activity promised in the coming year includes a continuation of the press campaign in the national womens media in February through to April 2005.

~ENDS~

Notes to Editors