Coffee liqueur brand Tia Maria has launched a mobile phone texting initiative targeted at "sassy" 20-something female drinkers.
The six-week campaign, which kicked off last week, aims to drive repeat visit and trial of Tia Maria and cola in selected on-trade outlets in eight cities across the UK.
The idea is to ask consumers to text a message to a number printed on special Girls Talk' point of sale leaflets, available in selected outlets. Once completed they receive an immediate text invitation to a promotion night where they receive a complimentary Tia Maria and cola. It is hoped the initiative will also drive sales in the off trade.