The UK’s no.1 coffee liqueur brand TIA MARIA liqueur spirit, has launched a new TIA MARIA SMS texting initiative targeted at young, sassy female consumers aged 23 to 28.

Commencing on June 14th, the six-week campaign uses SMS technology to drive repeat visit and trial of TIA MARIA and cola in selected on-trade outlets in eight cities across the UK.

The programme mechanism works by asking consumers to text a message to a number printed on special ‘Girls Talk’ point of sale leaflets, which will be available in selected outlets. Once completed they will receive an immediate text reply inviting them to attend a special promotion night, in the outlet, where they will receive a snapper wrist band which entitles them to a complimentary TIA MARIA and cola from the ‘Girls Talk’ tasting team.

“SMS texting is the ideal way to reach core TIA MARIA consumers,” says Mark Foster, Brand Manager for TIA MARIA. “It brings together three essential components – up to the minute technology, gossip and social drinking in a way that is fun, exciting and interactive.”

The national programme will include an opportunity for any consumer seen by the ‘Girl’s Talk’ team wearing the promotional snapper wristband after 9.30pm to receive a 2nd free TIA MARIA and cola.

At some venues staff are also included in the fun by the creation of a ‘Bar Tender League’ where bar staff wear T-shirts asking consumers to ‘Vote for me’. Ran independently of the ‘Girls Talk’ promotion, bar staff give consumers a business card with a separate phone number on it along with their name and the code of the bar. Consumers are invited to text into this number to vote for their favourite member of bar staff. Voters will receive a text reply thanking them for their vote, with a ‘text voucher’ for a free TIA MARIA and cola. Winners of the votes will be contacted once voting has closed and each winner will receive a cash prize.

Notes:

• Participating cities are: Bath, Bristol, Cardiff, Leamington Spa, Northampton, Oxford, Reading, and Solihull.
• TIA MARIA is the registered trademark of TIA MARIA Ltd.
• UK’s no.1 coffee liqueur brand TIA MARIA® data source: Nielsen Off Trade MAT Mar / Apr 2002 and Nielsen On Trade MAT Mar 2002