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Tia Maria - Sozo
Tia Maria

Tia Maria | Roadshow

Discover your Tia Maria Identity

Type: Roadshow Client: Tia Maria
The Challenge

Inspire new consumers

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.

Tia Maria
The Idea

Engaging in-bar Tia Maria experience

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.

Tia Maria
Tia Maria
Tia Maria
Tia Maria
The Impact

150

Bars

30,000

Samples

100,000

Social reach

3,500

Competition entries

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Get in touch

Connect

+44 (0) 1285 655 500
info@i2i-marketing.co.uk