Allied Domecq has unveiled its TV and cinema advertising campaign for its new cream liqueur brand, Tia Lusso.
The new campaign, which will run from now until Christmas, is the next instalment of a £18m launch campaign aimed at young, female drinkers.
"This truly powerful TV and cinema campaign will be one of the biggest of any spirit brands in the run-up to Christmas. It will reach a phenomenal 93% of 18 to 34 year old women in the UK, who will see Tia Lusso ads on average 10 times by the end of the year," says Neil Anderson, senior brand manager for Tia Lusso at ADUK.
"The campaign is expected to have a substantial effect on sales for Tia Lusso, which are already surpassing expectations in the first three months since launch. "We are delighted to see early indications clearly showing that sales of Tia Lusso are incremental to the category, demonstrating that the brand is successfully attracting new consumers into the cream liqueur market" added Mr Anderson.
The campaign is based on the Tia Lusso theme of women's intuition and the first of four adverts, "The Blue Room" has been launched. A second half minute advertisement and two different 10 second adverts will be rolled out as part of the campaign, which transfers to television screens from October to December.