Tia Maria returns to TV

Liqueur brand Tia Maria is to return to UK television screens with advertising for the first time in six years following its sale earlier this year.

The brands’ distributor, First Drinks is planning a £1m campaign to highlight the drink’s “mixability and versatility”.

First Drinks, which took on marketing and distribution for the brand two months ago, says the “mix it” activity is a “complete departure” from the brand’s last television campaign in 2003.

It shows men and women drinking the liqueur in different ways. The ad will run on ITV1, Channel 4 and Five throughout December.

Sarah Harding, brand manager for the liqueur, says the campaign aims to “remind consumers that Tia Maria is a must-stock brand, as it can be drunk in such a wide variety of ways.”

Italian drinks firm Saronno bought the brand from Pernod Ricard for €125m (£107m) in July. Saronno also owns the Disaronno and Arctic vodka brands.

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