Tia Maria's sponsorship, created by BDH\TBWA, includes a series of indents featuring Tia Maria teaming up with its partners, "cola" or "ice".
A series of judges comment on the performance of the two, saying compliments such as "So refreshing and a wonderful lift" and "You are a couple that never fail to entertain. Thank you. I love you". A bottle of Tia Maria is then showcased proudly in a spotlight on a glamorous dance floor.
The idents top and tail the start of the show and all ad breaks.
Robert Harwood-Matthews, chief executive of BDH\TBWA, said: "The idents perfectly link in to Tia Maria's female target audience, while bringing in the great humour from reality TV audition shows."
Tia Maria is also sponsoring 'Dirty Dancing: The Time of Your Life', a reality TV spin-off of the movie 'Dirty Dancing', breaking on Living TV on October 17.
The show, fronted by Jennifer Ellison, takes eight couples from the UK off to Mountain Lake Resort where the original classic was filmed, in pursuit of a real life Baby and Jonny.
The same Tia Maria idents will feature throughout the 'Dirty Dancing' series until Boxing Day.
Mark Hamilton, marketing manager for Pernod Ricard UK, said: "Tia Maria is already an incredibly well known brand -- but we want to make it even more famous this Christmas among our female target audience.
"BDH/TBWA's creative solution to our brief is ideal in highlighting our new, more modern and premium packaging and the versatility of Tia Maria, as regards enjoying it served with cola or straight over ice. It's another important step in moving the brand to where we really want it to be."
The sponsorships will be supported by an internal email campaign, devised by TBWA\ agency, Digerati\.
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