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UK: First Drinks signs Paloma Faith for Tia Maria campaign

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Illva Saronno's UK distributor, First Drinks, has recruited singer Paloma Faith to be the face of its Tia Maria brand in the country.

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Faith will help to pomote Tia Maria in the UK as part of First Drinks' 'Behind the Mask' campaign for the brand, the distributor said this week. It has worked with the singer to create a new cocktail, named 'Keep the Faith'.

First Drinks is also launching a second burst of the television adverts for Tia Maria in the UK announced late last year, over May and June. It is also planning to run ads in over November and December for the key Christmas selling season.


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