Tia Maria | Roadshow
Discover your Tia Maria Identity
The Challenge
Inspire new consumers
The Idea
Engaging in-bar Tia Maria experience
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i2i were tasked to reach a new younger generation and introduce them to Tia Maria
Revitalising the Tia Maria brand to a new younger generation by emphasising the drink’s versatility, modernity and playfully mysterious character.
In-bar sampling team engaged with customers, offering a free sample as well as a fun game with fantastic prizes to be won!
i2i created an in-bar sampling campaign which encouraged consumers to discover their “Tia identities” through flirtatious play, inspired by the “Get Behind the Mask” ATL.
Samples of Tia Maria Breeze (a Tia and cranberry cocktail) were distributed with game packs linking to cocktail recipes and a free prize draw entry with a personalised Tia party (including venue, DJ and mixologist) as the main prize. Elegant red Tia masks were given to consumers who were encouraged to share their pictures on Facebook.
Campaign also encouraged venue compliance through the creation of in-bar POS, delivered and set up by a merchandising team.
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