Illva Saronno has lined up an activation in the UK for Tia Maria, positioning the coffee liqueur as a key ingredient in an Espresso Martini.
Kicking off this week and running until Christmas Eve, ‘The Espresso Martini Beat by Tia Maria’ centres around a TV ad that will run on terrestrial channels as well as on Video on Demand platforms. The spot will also air in movie theatres across the UK.
“The production and introduction of this advert in the UK is something the Tia Maria team is incredibly excited about,” said regional trade marketing director Peter Dries. “It has never been more important to come together … and we hope that consumers feel the same as we look towards the festive period … .”
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. The Italian company added Sagamore Spirits in the US to its portfolio earlier this year through a majority stake purchase.
In what’s been a busy year for the group, former Bacardi and Stoli Group executive Marco Ferrari took over from Aldino Marzorati as CEO at the start of last month.
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