Rosie Davenport
Allied Domecq has unveiled a multi-million pound Christmas trade and consumer programme behind Tia Maria.
In what it claims is the brand's biggest ever pre-Christmas programme, the drinks company will fund a re-run of the Come to Mummy' TV ads along with a print and radio campaign.
"Over 81% of females aged between 18 and 34 will see the Tia Maria TV advertising over Christmas," said Lizzie Pawsey, director for liqueurs.
ADUK will also run an extensive sampling programme targeting 100,000 consumers.
ADUK promises to "create a unique Tia Maria sampling experience" in multiple foyers, featuring mixing by a trained bar person as well giving out money-off vouchers.
"Our objective is to transfer the drama and interaction easily achieved in the on-trade to our off-trade sampling, " said Pawsey. "The sampling mechanic allows us to interact with consumers, asking them to select a card from a tray using their intuition."
On the back of each card is one of four mixed drinks made for them on the spot.
Mixability is also a key theme across the brand's consumer programme, which links product mixing with music via a nationwide Tia Maria Mixer night' tour.