Tia Maria will hit UK TVs in the run-up to Christmas

Tia Maria will hit UK TVs in the run-up to Christmas

First Drinks has launched a television advert for Illva Saronno's Tia Maria liqueur brand in the UK.

The UK-based sales, marketing and distribution firm, which is owned by William Grant & Sons, said that the campaign will run between now and Christmas, and forms part of a GBP3m (US$4.7m) media spend for the brand.

The campaign will feature 15- and 20-second adverts - which can be viewed below - focusing on Tia Maria's current marketing platform 'Behind the Mask'. It complements the brand's global 'Behind the Mask' competition to search for "the next face" of Tia Maria, which was launched earlier last month at Britain's Next Top Model Live Event.

The adverts, featuring fashion model Gia Johnson, will be screened across terrestrial and digital stations.

Further activity includes on-trade sampling of Tia Breeze, a serve combining Tia Maria with cranberry juice, in 150 bars across the UK. Drinkers sampled will have the opportunity to win high street shopping vouchers when photographed wearing a Tia Maria mask. In the off-trade, Tia Maria bottles will have branded neck collars featuring the Tia Breeze recipe.

"We are committed to rejuvenating and growing the brand," said Sarah Harding, senior brand manager for Tia Maria at First Drinks. "By communicating serves such as Tia Breeze and investing in heavyweight advertising and sampling campaigns, we hope to demonstrate this commitment to the trade."

Illva Saronno acquired Tia Maria from Pernod Ricard in July last year.