First Drinks brands unveils plans for a £1 million Christmas TV campaign for Tia Maria and will target top end glossy magazines and newspaper supplements with Glenfiddich.

Tia Maria will be rolling out a campaign entitled “Mix It”, driving the key messages of the liqueur’s mixability and versatility to consumers and will feature both men and women drinking the liqueur in a variety of ways. The creative is a complete departure to what was previously aired on TV screens in 2003.

Sarah Harding, brand manager for Tia Maria at First Drinks said: “We have been off television screens for six years now, but felt the time was right to implement heavyweight TV advertising activity and remind consumers that Tia Maria is a must-stock brand, as it can be drunk in such a wide variety of ways.”

Glenfiddich’s campaign will focus on the point of purchase running the strapline “Discover the true taste of Christmas” referencing Glenfiddich’s Christmas Day beginnings in 1887 when the first spirit ran from the Glenfiddich stills.

Its £1 million campaign will reach 3.5 million target consumers.

Andy Corris, senior brand manager for Glenfiddich at First Drinks said: “Our Christmas programme this year will communicate the fact that due to our heritage, we are the ideal malt whisky for the festive season. Our advertising campaign will reach millions of consumers, and outlets must make sure they have adequate stock of the number one malt whisky brand in the UK as we will be top of mind with drinkers, and actively sought out”.

The “Mix It” campaign will feature on ITV1, Channel 4, Channel 5 and multichannel throughout December and Glenfiddich will wrap up its 2009 activity with The Glenfiddich Spirit of Scotland Awards, which take place in Edinburgh on Tuesday 8th December. Now in its twelfth year, the event recognises individuals who are leading the way within Scottish culture.

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