Coffee liqueur brand, Tia Maria, has announced it’s ramping up investment during the key Christmas trading period with the return of the partnership with Sophie Ellis-Bextor.
Running until January 2027, the latest Shake Up The Taste campaign will put the Espresso Martini at the centre of the brand’s festive activity.
Retailer activations
Paid media is expected to deliver more than 113m impressions across VOD, connected TV, streaming, YouTube, online video and digital OOH. The campaign will also be supported by social, trade media and retailer activations.
The new directive focuses on the signature serve - the Tia Maria Espresso Martini - a drink particularly popular with Gen Z consumers enjoying OOH occasions.
Get-togethers
Speaking about the partnership, Ellis-Bextor said: “For me, the festive season is all about getting everyone together, putting the music on and turning any evening into a proper occasion. Here’s to raising a glass and dancing our way into the new year!”
Peter Dries, marketing director at supplier Disaronno International UK, said: “Christmas is a key period for Tia Maria and the Espresso Martini remains a major recruitment opportunity.
“Sophie Ellis-Bextor has become a natural extension of Tia Maria. Her personality, authenticity and ability to connect with audiences make her the perfect partner.
“As we continue to grow Tia Maria’s relevance within contemporary cocktail occasions, Sophie’s ability to connect across generations helps us bring the campaign to life in a credible and engaging way.”
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