Pernod Ricard has begun an advertising campaign for its Tia Maria brand which includes both television sponsorship and print advertising targeted at women in the UK.

The company said today (11 April) that it has invested over GBP1m (US$2m) this year on the 'Deliciously Unexpected' campaign involving the sponsorship of Living TV's show 'Army Wives' as well as print advertising in women's lifestyle magazines.

The television and print advertising aims to reflect "the aspirations of the modern-day 25-35 year old woman" and will run in issues of Red, InStyle, Eve, Elle, Marie Claire, Glamour and Cosmo, the company said.

Pernod Ricard UK head of marketing Pat Venning said: "This investment marks the biggest integrated campaign for the brand under our ownership and will reinforce Tia Maria's relevance as a sociable and mixable spirit for today's modern woman. This new TV sponsorship allows us to appeal to Tia Maria's style-conscious, predominantly female target audience by creating a positive association with a compelling lifestyle show that they enjoy and look forward to at the end of the day."

The company added that the campaign boosts the recently up-weighted investment behind Tia Maria, which will continue throughout next year. Previous activity has included television sponsorships with 'Dancing with the Stars' and 'Dirty Dancing - The Time of Your Life' to support the launch of new packaging for the brand last year.