Pernod Ricard is launching print ads for Tia Maria as part of a £1m push for the liqueur.
Two ads, one featuring a female DJ and the other a female pool player, will run in magazines such as Red, InStyle and Glamour.
"The advertising communicates a connection between the brand and an understanding of women's positive feminine depths," said head of marketing Pat Venning.
Venning said the £1m investment would form part of the biggest integrated campaign for the brand since the company acquired it in 2005. It includes the sponsorship of TV show Army Wives.