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From jeffersonhunt.co.uk Tia Maria The next stage in the ongoing campaign gives licensees the opportunity to obtain complimentary Tia Maria® optics. This promotion, running throughout March and April, enables licensees to request the free optic by calling a Optic Hotline number featured in trade press advertising.
“Our research has shown us that replacing a 70cl bottle of Tia Maria® with a 1.5litre bottle, preferably on optic, will double your rate of purchase over an equivalent period¹,” explained senior brand manager Louise Swift. “Furthermore, serving Tia Maria® with a mixer, either cola, or as a Black Russian with vodka will generate 20% more cash margin than standard spirits*. That is why we are creating trade awareness around the Four Core drinking solutions and encouraging licensees to offer them, as well as stock Tia Maria® on optic.”
Licensees will be advised to serve the four core Tia Maria® drinking solutions, (Tia Maria® over ice, Tia Maria® with Cola, Tia Maria® Black Russian and Calypso Coffee) to maximize their profits
“Tia Maria® is a highly respected brand drunk by over 7 million women in the UK²”, continues Swift, “It is already distributed in over 95% of outlets in the on-trade³ so increased distribution is not the goal here. We want to help our customers maximise the profit opportunity represented by Tia Maria® and we’re doing this by demonstrating the commercial advantages of offering an increased choice of drinking solutions and stocking the brand on optic. Plus, we are supplying the tools to best help the licensees put these methods into action.”
The Tia Maria® campaign began in October 2004 with hugely successful consumer activity in conjunction with The Sun and selected radio stations, which capitalised on the mysterious image of Tia Maria® and the extra hour of darkness before the clocks went back. In addition, the media campaign focused on selected national and women’s press before moving into a heavyweight outdoor advertising campaign carefully positioned on some of the most high profile and impactful sites around the country.
“We’re delighted with the progress of the campaign,” said Swift, “The combined national media and women’s press campaign created real visibility for the brand, and the outdoor campaign helped build further affinity with our consumers. With this next stage we are promoting real, strong, commercial arguments for stocking and serving Tia Maria® and putting further weight behind the brand.”
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Notes to Editors: Tia Maria is a registered trademark of Tia Maria Ltd
The Tia Maria core drinking solutions are: · Tia Maria® & Cola · Tia Maria® over Ice · Tia Maria® Black Russian · Calypso Coffee (Coffee, Tia Maria® & cream)
1. Source – AC Nielsen MAT September 2004 2. Source – TNS Spirits Tracker August 2004 3. Source – AC Nielsen September 2004
* ADSW RRSP for standard spirit £1.40. Average cost per bottle £8.85. Cash margin (28 x 25ml) = £24.51 * ADSW RRSP for Tia Maria £1.70. Average cost per bottle £10.85. Cash margin 28x 25ml = £29.76
© Copyright 2003 by Jefferson Hunt Communication Consultants |