Tia Maria – Sugababes Promotion
- Tia Maria
- Pernod Ricard
- Promotion Period
- 01.04.2007 – 31.05.2007
In a drive to target a younger audience, Tia Maria teamed up with the Sugababes for an exclusive one-off concert in London. This had huge media support, using TV, radio and press to build awareness of the event and the brand association.
With such buzz surrounding the event, they ran a competition in pubs across the UK. This is where Umbrellas involvement began. Consumers who purchased a Tia Maria and mixer were presented with a ‘ticket’ gamecard which revealed which prize they had won. This invited some of them to go online to http://www.tiamaria-sugarbabes.co.uk/ and download 2 Sugababes remixes from a choice of 5. The biggest prize on offer was a perfect example of a ‘money can’t buy’ gift - 5 lucky winners got to meet the Sugababes themselves. Awareness of the promotion was splashed across the pubs in the form of posters, banners and postcards.
It was a great brand association for Tia Maria and a really exciting promotion for Umbrella to be involved in too.