Changing global perception for Tia Maria.
Client
Tia Maria
Area
Consumer
Trade
The Challenge
To reposition Tia Maria as the leading brand within the coffee cocktails sector by engaging a new millennial audience.
Our Approach
We created the Tia Maria + Coffee Project. A global creative platform that aligns Tia Maria with modern coffee culture.
We generated worldwide assets and brand guidelines, featuring a unique graphic style and tone of voice to resonate with our target market.
Our new 360 campaign featured 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.
"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."
Results
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.
PR Reach
Cocktails Served
Awards
Design Strategy of the Year
The Drum Marketing Awards
