The Tia + Coffee Project
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 launch at London Cocktail Week has been 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 delivered widespread PR coverage across lifestyle media including the Evening Standard, The Guardian and BBC reaching an audience of over 22,000,000.

We delivered 10 masterclasses with coffee expert Anette Moldvaer and Tia Maria ambassador Rod Eslamieh to bar tenders, as well as a live masterclass on Facebook that achieved an organic reach of over 50,000 users. This is just the beginning. In the next few weeks we will be unveiling a brand new website and extend the Tia Maria + Coffee Project into an ATL campaign across high profile national press and lifestyle media. Stay tuned.

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
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