Tia Lusso, the recently launched cream liqueur brand from Allied Domecq, has unveiled an £11m consumer marketing programme to launch this month. It will include outdoor poster and banner advertising; cinema and TV; a national consumer PR campaign and a nationwide consumer sampling programme.

The consumer programme builds on the brands 'YOU JUST KNOW' theme, which it has been pushin since its launch earlier this year.

The outdoor poster and press campaign consists of four executions - Light, Mystery, Magnetic and Depth.  The campaign will appear in 96-sheet format across the capital and its underground system and will be supplemented with key retail Adshel sites.

Special build sites, where the brand can take a three-dimensional form, also form part of Allied's plans, as does banner advertising in key cities such as London, Manchester, Glasgow and Birmingham.

Consumer press advertising breaks in late July and will run throughout August and September in a full range of Tia Lusso target consumer magazines including monthlies such as Company and Vogue; fortnightlies More and Real and weekly titles such as Now, OK and Heat.

"I fully expect the high profile creative advertising to support Tia LussoTM to surprise many consumers," says Neil Anderson, Senior Brand Manager at ADUK.  "Like the striking blue Tia LussoTM packaging and in deed our whole approach to the cream liqueur market, this support programme is going to force a major reappraisal of cream liqueurs by consumers", Anderson continues.

ADUK have already launched its consumer PR programme with a series of successful celebrity events including the unveiling a consumer study by psychologist Anjula Mutanda undertaken to confirm the existence of 'The Noughty Girl' - a post millennium phenomenon that sees women grabbing greater economic and social independence with the confidence and spirit of a new century.

Designed to run throughout late July, August and September, the poster and print advertising campaign serves as a precursor to dramatic cinema and TV work that will break in October and run throughout the pre-Christmas period.