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UK: Tia Maria gets modern makeover

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Allied Domecq has unveiled a new look for its liqueur spirit brand Tia Maria.

Designed to reinforce the brand's evolution from a traditional liqueur to an all-year-round modern mixable spirit, the changes give a more contemporary look for the brand the company said.

"We conducted an extensive programme to understand how consumers will respond to the changes, including seeking the views of those who do not drink Tia Maria," said Richard Hayes, marketing director at ADSW.

"We've put a lot of effort and resource into making Tia Maria more relevant to younger consumers and believe that the new packaging adds significant weight to achieving this, whilst retaining appeal and saliency amongst older current drinkers.

"What is clear is that we have succeeded in producing a strong and visually impactful design, which drives the brand's core values whilst reinforcing its position as an all-year-round drink," he added.

Tia Maria's latest UK TV campaign breaks in October.


Companies: Allied Domecq

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