Changing global perception for Tia Maria.
Tia Maria

The task

To reposition Tia Maria as the leading brand within the coffee cocktails sector by engaging a new millennial audience.

What we did

We created the Tia Maria + Coffee Project. A global creative platform that aligns Tia Maria with modern coffee culture.

We generated worldwide assets brand guidelines, featuring a unique graphic style and tone of voice to resonate with our target market.

Our new 360 campaign features in all channels from traditional media to social media, right through to our experiential launch activity at London Cocktail Week.

The campaign has already started to spread across Europe with activations in Germany and Holland.

Impact

The reaction to the original launch at London Cocktail Week was extremely positive. With a weekly footfall of 45,000 people, over 25% of visitors to the event were served a Tia Maria coffee cocktail. We went on to deliver further activations regionally, as well as a PR programme that led to quality coverage in lifestyle and drinks media including the Evening Standard, The Guardian and BBC.

We hosted masterclasses with coffee expert Anette Moldvaer and Tia Maria ambassador Rod Eslamieh to bartenders, as well as a live masterclass on Facebook that achieved an organic reach of over 50,000 users. And that was just the beginning. In the months that followed we went on to unveil a brand new website and extended the Tia Maria + Coffee Project into an ATL campaign across high profile national press and lifestyle media as well as outdoor in high footfall areas.

Mercieca delivered a sound strategy alongside impressive creative ideas. It was important to us to work with an agency that was able to deliver all elements of the campaign under one roof, to ensure creative consistency - Oliver Turner, UK Country Director for Tia Maria

PR reach

PR reach
22m
Cocktails served
10k
Awards
Design Strategy of the Year
The Drum Marketing Awards
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