Allied Domecq Spirits and Wine (UK) Ltd (ADUK) has launched a month long national TV advertising campaign in time to celebrate what can only be described as a truly incredible first year for its successful new premium coffee and rum liqueur Tia Lusso.

Once again breaking with category conventions the ad creatives titled ‘Blue Room’, ‘Rock’, ‘Eye’, ‘Vibes’ and Aquarium’ use minimal and modern scenarios to explore the theme at the heart of the Tia Lusso brand – a woman’s intuition.

Shown on ITV, C4, C5 and Satellite the ads are a mix of 30” and 10” with two 10” commercials being shown for the first two weeks during the same break creating a much bigger impact for the brand.

Not only has Tia Lusso consistently outperformed ADUK’s ambitious targets but its inspiring, playful and mysterious positioning has also injected new life into cream liqueurs by bringing new younger consumers.

“In a very short space of time has become Tia Lusso a major player in the market. Its success has been achieved in a way that has added real incremental volume and profit growth to both the category and drinks retailers,” says Neil Anderson Senior Brand Manager for ADUK.

Created to add fun and excitement to a successful, yet once ‘staid’ and ‘traditional’ spirits category, Tia Lusso has less fat than the biggest selling cream liqueur and focuses heavily towards 20-something females.

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