A question of Faith

May 24, 2011

Paloma Faith is now the brand ambassador for liqueur brand Tia Maria.

TIA Maria has named singer Paloma Faith as its new brand ambassador as it moves onto the next phase of its ‘Behind the Mask’ campaign.

Faith’s appointment was announced at Tia Maria’s ‘School of Sophistication’ event, where the brand also unveiled a new cocktail called Keep the Faith.
The Behind the Mask campaign aims to find the next face of Tia Maria and includes TV advertising and on-trade sampling activity. The TV ads have been running throughout May and will continue into June, with further activity planned for November and December.
Consumers can enter the competition via the brand’s Facebook page, facebook.com/tiamariadrink.
“We are focused on rejuvenating the brand’s image and character through a modern and engaging campaign to ensure a wider audience reach,” said senior brand manager Sarah Harding. “With Paloma Faith as the new brand ambassador, we will be raising our profile and exposure to communicate the sophistication and versatility of Tia Maria, whilst making sure the brand is part of our consumers’ regular drinking repertoire.” The Keep the Faith cocktail contains 15ml of Tia Maria, 20ml of dark chocolate Mozart syrup and 15ml chilli syrup.