Illva Saronno has collaborated with UK singer Sophie Ellis-Bextor for the latest marketing play in the UK for Tia Maria.
The ‘Shake Up The Taste’ initiative will run “all-year” and include digital and social media activations for the with its coffee liqueur brand, starting this week. There will also be in-store activations and limited-edition merchandise announced throughout 2025 in partnership with the ‘Murder On The Dancefloor’ singer, as well as a 25-second ad (below).
“Sophie represents the perfect ambassador for Tia Maria because she embodies the ideal mix between classic and contemporary dance music,” said regional trade marketing director Peter Dries. “Her music is for people who want to have fun, enjoy the moment but remaining classic and sophisticated – similar to Tia Maria consumers who would like to try the classic Espresso Martini and also some twist.”
Privately-owned Illva Saronno, which also owns the Disaronno almond liqueur, acquired Tia Maria back in 2009 for EUR125m (then-US$177.5m) from Pernod Ricard.
Last month, the UK distribution of Ron Barceló shifted to Saronno, with the company’s unit in the country lined up to handle the rum brand.
