Tia Maria: Light After Dark - A Success Story
Analysis of advertising for Tia Maria over a 7 year period. Objective: to transform a declining and 'middle-aged' brand into a vibrant, modern brand. Target audience: young women. The 'After Dark - Luminescence' campaign was developed. Media: TV (5 core areas) followed by national coverage. Evaluation: the market grew but Tia Maria outperformed it and increased share. Improved attitude to the brand. The advertising worked due to the tone or mood of the campaign. Advertising was the only significant variable so had to account for the success. The case demonstrates the rejuvenation of a 'tired' brand.