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Tia Maria liqueur teams up with beauty brand Babyliss

Published:  28 October, 2014

Tia Maria has teamed up with beauty brand Babyliss as part of its multi-million pound campaign to boost brand awareness.

The William Grant agency brand is looking to recruit new consumers as well as reward exiting fans, who can get a free pair of mini hair straighteners with every 70 cl of 100cl bottle.

Consumers have to buy a bottle and enter a code into a specially designed website in order to avail of the offer.

Bottles will also have a neck collar illustrating simple Tia Maria cocktail serves.

Tia MariaTia Maria teams up with beauty brand BabylissTia Maria is upping its marketing spend with its latet multi-million pound campaign, in an effort to atttract new 21-35 year old consumers, as well as reward existing fans of the brand.

The Babyliss promotion goes live this week in stores across the UK, including Tesco, Sainsbury's and Morrisons.

The new In Tia We Trust campaign, which is targeted at 21 to 35 year old women, is being promoted on billboards across the UK and via the Tia Maria Dark Room parties, a series of events popping up in key cities and hosted by broadcasting personality, Gemma Cairney. The campaign is also being advertised in women's magazines, including Grazia, Elle and Stylist, and via the brand's social media channels.

Gwilym Cooke, brand manager for Tia Maria at William Grant & Sons UK, said: "Tia Maria is a top five non-cream liqueur brand in the UK, and as the off-trade liqueurs market is currently in growth, and worth £498.9 million, retailers should ensure they stock the on-trend brands that are investing and developing those crucial relationships with consumers ahead of key sales periods.

"Almost half of all liqueurs and specialities are sold in the weeks leading up to Christmas, so this is an ideal time to launch the Tia Maria on-pack promotion with a brand that is recognised and respected by our target market. This activity is designed to remind consumers of Tia Maria's credentials, its history, its quality and its versatility whilst also rewarding new and existing fans with a product that directly appeals to them. The on-pack comes at a key time of above the line investment for Tia Maria, and this is set to boost purchases in store as the brand will be front of mind for consumers."

Tia Maria is remembered internationally for its first TV campaign in the 1980s, featuring Iman, the famous supermodel and wife of British rock star David Bowie. 

William Grant & Sons UK is a fifth generation family-owned business. Aside from Tia Maria, it wholly owns Glenfiddich, The Balvenie, Grant's, Hendrick's Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whiskey and Three Barrels brandy. It also successfully represents brands including Illva Saronno's Disaronno and Tia Maria, EPI's Piper-Heidsieck and De Kuyper Cocktail Liqueurs.