US: Pernod Ricard prepares Tia Maria ad blitz
The company confirmed yesterday (29 November) that the campaign, entitled 'deliciously unexpected', will launch in print and out-of-home executions this week in the Netherlands, before appearing in other European markets between now and the Spring.
Developed by advertising agency Publicis New York, each execution features the silhouette of a woman in motion. The silhouette is filled with contrasting images of the same woman in other facets of her life.
The campaign features three print advertisements with corresponding out-of-home executions. Print executions will run in publications including Avantgarde, Linda, Grazia and Marie Claire beginning today, while outdoor advertising on billboards and bus shelters in Dutch cities will appear this week.
"The campaign emphasises that possessing a range of qualities and interests is not contradictory, but demonstrates depth," said Cyril Claquin, senior vice president of marketing for Pernod-owned Malibu-Kahlúa International. "Like Tia Maria, women are versatile, complex and confident and the 'Deliciously Unexpected' campaign encourages them to not only embrace, but celebrate these qualities."
The adverts follow a packaging revamp for Tia Maria, unveiled in September. The new look includes a refreshed logo, which was inspired by the curves of the female body, Malibu-Kahlúa said.
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