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.