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Tia Maria - Cool Beans

Putting the cool in Tia Maria's Espresso Ice


Challenge

Tia Maria came to us to help shift perceptions of their product from an outdated drink to a cool, young and modern spirit. They also wanted to increase trial and take this bold coffee liqueur to the masses, while giving the brand a credible association with music.

Catalyst

Tia Maria were looking to focus on their new serve the Tia Espresso Ice. We knew this had the potential to be the perfect summer drink, and sought to establish a new drinking occasion at outdoor events and summer festivals. Here we could capture a sizeable, young and diverse audience that required the largest change in perception.

How We Pressed Play

FRUKT created “Cool Beans”, a stylish, retro milk float that toured the UK festival circuit sampling and selling the new Tia Espresso Ice serve alongside face painting, expert mixologists, and a host of party DJs. By day, festival-goers were invited to relax with us and sample the drink away from the festival, and by night, when the sun went down, the experience was turned on its head and party-goers were drawn in by DJs and neon lights. Our ice-cold tunes drew thousands to sample the new serve and party under the stars.

Results

  • Travelled to the Isle of Wight festival, Lovebox, Citadel, Edinburgh Fringe and Bestival
  • Over 65K sip samples tasted
  • Over 10K drinks sold
  • Became the unofficial after show party at the Isle of Wight and Edinburgh Fringe festivals

Here we could capture a sizeable, young and diverse audience that required the largest change in perception.

Results

Putting the cool in Tia Maria's Espresso Ice

65K sip samples
10K drinks sold
5 festivals visited