The campaign, created by Harriman Steel, focuses on the new variant Tia Breeze, a mix of Tia Maria and Cranberry Juice.
According to brand owners Illva Saronno, the campaign is “a turning point for the brand, reaching out to a new out of home audience.”
Fabio Boldini, Tia Maria international marketing manger, explains: “Our goal is to elevate Tia Maria and target a young urban socialite audience. We want them to re-appraise the brand and make it part of their social experience with friends in a bar environment.”
He adds the campaign has “removed the dust off the brand” and should help to open up new opportunities.
Tia Maria appointed Harriman Steel following the agency’s development work on the brand’s strategic direction.
The agency claims the work identified the brands persona as playfully sophisticated.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.