The seductive nature of Tia Maria is to be emphasised in a new TV ad for the brand. Part of a £5.5m push, the campaign will hit terrestrial TV screens for a three-month run from October and then again next spring. Marketing director Richard Hayes said the move was part of Allied Domecq's long-term plans to build brand equity in the coffee liqueur. It was also prompted by research which showed how ads for the brand generated a quarter of all sales, he added. Sensuous cinema and TV ads for the brand started 17 years ago with the After Dark' campaign, fronted by model Iman. The latest treatment continues later themes of women's mysterious hold over men, this time featuring a woman who uses her powers to attract a police officer. Hayes said: "All women are aware they can seduce men. This extends that concept. "For retailers Tia Maria offers profit growth and a premium price in a generally flat spirits market. "We are trying to get more people to drink it on a regular basis, although in the off-trade it is still seasonally oriented on the pre-Christmas period. A lot of people still come into the market at that time for a once-a-year purchase." A main part of the brand message focuses on drinking it long with cola and ice, which is designed to extend sales beyond the final quarter of the year. {{DRINKS }}