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Tia Maria hits the catwalk
Tia Maria was as much on display as the models as it sponsored Britain’s Next Top Model Live.
Over the course of the three-day event at ExCeL London, more than 10,000 visitors managed to sample the brand’s new mix – the Tia Breeze, which is simply Tia Maria served with cranberry juice.
The show was the “ideal platform” for Tia Maria to do some of its own searching for someone to lead its “Beyond the Mask” competition.
The campaign, to be conducted online, seeks someone who “uniquely embodies the brand character”, to be the new face of Tia Maria, and act as brand ambassador.
Sarah Harding, senior brand manager for Tia Maria, said: “Sponsorship of Britain’s Next Top Model has given Tia Maria the opportunity to directly engage with a huge number of our target audience.
“In the run up to the all-important Christmas sales period, the show gave us fantastic mass awareness that will help us to support and maintain our podium position in the non-cream liqueurs category in the UK off trade.”
Rupert Millar, 24.11.2010