New shake-up for Tia Maria

Allied Domecq is launching a ready to drink sub-brand of coffee liqueur Tia Maria. Called O.T.Tia, the new drink’s name and packaging is designed by CLK.

A CLK spokeswoman says Allied Domecq is keen to take a “longer term view” of the ready to drink and alcopops sectors and wanted to tap into the awareness of Tia Maria.

The packaging draws on Tia Maria’s past advertising, which has used fluorescent face paint as a branding device. The black bottle also borrows from former advertising of the parent brand, suggesting dark indulgence and sensuality.

The drink is a mix of Tia Maria, water and peach juice. Part of the brief was to shift consumer perception of Tia Maria towards the refreshment offer of O.T.Tia.

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