Allied Domecq repositions Tia Lusso as ‘light’ brand

Allied Domecq is being forced to reposition Tia Lusso as a “light” cream liqueur brand, following lower-than-expected sales.

The drinks company is now considering a shift in its marketing strategy to exploit Tia Lusso’s lighter proposition in its advertising campaigns.

The brand, an extension of Tia Maria, was launched two years ago to challenge market leader Baileys. Diageo-owned Baileys has a market share of 62.2 per cent, compared with Tia Lusso’s 4.4 per cent (AC Nielsen figures for 12 months to February 2004).

Insiders suggest that Allied has been considering “talking up” the low-fat content of Tia Lusso in all its brand communications, including above-the-line advertising. Last year the drinks giant fired the now-defunct Cordiant Communications from its global roster and moved its £18m advertising business to Publicis (MW May 1, 2003).

Marketing director Cathryn Sleight says: “We remain focused on driving high levels of consumer awareness and trial behind Tia Lusso. The half-fat message remains an important part of our consumer communication and we will continue to exploit this, as and when appropriate. We have used the lower fat content through consumer PR and only when relevant, and not in an overt fashion.”