Tia Maria has collaborated with singer Sophie Ellis-Bextor to launch a new campaign.
Its ‘Shake Up The Taste’ campaign aims to reinforce Tia Maria as the “perfect coffee liqueur” for crafting an espresso martini.
The coffee liqueur was used in the original recipe of the first espresso martini back in the 1980s, according to the Disaronno-owned brand.
The creator of the classic cocktail, bartender Dick Bradsell, chose Tia Maria for its balance and taste - providing the final touch to the perfect recipe, it said
In a blind taste test by Tia Maria, over two-thirds of bartenders choose the liqueur as their go-to choice for an espresso martini.
The campaign includes a new video featuring Sophie Ellis-Bextor enjoying a perfectly crafted Tia Maria espresso martini with friends on a rooftop.
Moreover, the campaign also presents espresso martini recipes “with a twist”, by mixing different ingredients and syrups.
Social content includes the singer answering a few playful and cheeky questions over a ‘Tia Banana-Tini’. Ellis-Bextor and friends then ‘Shake Up The taste’ in a fun cocktail shaking competition, where a winner is crowned and the group sip Tia Banana-Tinis together on a sunny terrace.
The campaign will be supported with in-store activations and limited-edition merch to be announced throughout 2025, added the brand.
Commenting on the partnership, Ellis-Bextor said: “If you watched my home Kitchen Discos then you’ll know I love a great cocktail, so I’m thrilled to work with Tia Maria, who are such a timeless brand that know how to shake things up! I’m partial to a classic Tia Maria Espresso Martini. It’s such an iconic cocktail.”
Peter Dries, regional trade marketing director – Northwest Europe at Disaronno International, said: “Sophie represents the perfect ambassador for Tia Maria because she embodies the ideal mix between classic and contemporary dance music. Her music is for people who want to have fun, enjoy the moment but remaining classic and sophisticated - similar to Tia Maria consumers who would like to try the classic Espresso Martini and also some twist.”
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