ALCOHOLIC DRINKS: Tia Lusso to take on Bailey's

October 04, 2002

How long?

3-4 minutes

ALCOHOLIC DRINKS: Tia Lusso to take on Bailey's

Allied Domecq this month unveils an extensive sampling campaign for its new Tia Lusso brand in a bid to challenge rival Bailey's stranglehold on the market.

The push, through 141, is part of the £30.9 million pan-European launch spend for the brand and runs for six weeks in bars and pubs nationwide.

Tia Lusso "goddesses will hand out ultraviolet cards to the brand's target market of women aged 23-28. These cards are then scanned and winners get a message if they have won a free Tia Lusso drink.

Sampling is part of a wider branding campaign in the run up to the Christmas period for the cream liqueur brand, which launched in April.

"Bailey's is a drink aimed at an older market and is designed to be drunk at the end of the day when people are winding down. Tia Lusso is designed for young females to drink when they are winding up for a night out, said an Allied Domecq spokesman.

Designed to piggy-back on the Tia Lusso hype, Allied Domecq is also running a sampling campaign for parent brand Tia Maria. For this, men will visit bars wearing jackets with four pockets, containing questions to ask drinkers. Participants answer them and receive a voucher for a free Tia Maria.