Singer Sophie Ellis-Bextor has been signed up by Disaronno Group once again to front an advert in the UK for its Tia Maria coffee liqueur brand.
Lined up to launch ahead of the “key Christmas trading period”, the spot (below) focuses on Tia Maria’s inclusion in the espresso martini cocktail serve. Running on video-on-demand, streaming, connected TV and online video platforms, the ad will be backed by digital out-of-home presence and will run from this week through to January.
Ellis-Bextor already has a relationship with both Tia Maria and its ‘Shake Up The Taste’ marketing campaign, having first been hired by the brand owner in June last year.
“Christmas is a key period for Tia Maria and the espresso martini remains a major recruitment opportunity for the brand,” said Disaronno International UK’s marketing director, Peter Dries. “As part of our ‘Shake Up The Taste’ campaign, Sophie Ellis-Bextor has become a natural extension of Tia Maria. Her personality, authenticity and ability to connect with audiences make her the perfect partner.
“As we continue to grow Tia Maria’s relevance within contemporary cocktail occasions, Sophie’s ability to connect across generations helps us bring the campaign to life in a credible and engaging way.”
Privately-owned Disaronno Group changed its name from Illva Saronno earlier this year. Speaking exclusively to Global Drinks Intel shortly afterwards, CEO Marco Ferrari said the switch had been made to secure “an identity that everyone recognised”.
“If you want an organisation to become a group,” he added, “it’s not just about size, it’s also about being able to express a clear and shared identity.”
