Tia Maria ‘shakes up the taste’ with Sophie Ellis-Bextor
Illva Saronno-owned coffee liqueur Tia Maria has teamed up with singer Sophie Ellis-Bextor to launch its ‘Shake Up The Taste’ campaign.
The new partnership with the Murder on the Dancefloor singer places her at the centre of the all-year campaign, which aims to tip Tia Maria as ‘the perfect’ coffee liqueur for the classic Espresso Martini.
The brand also offers a twist on the classic serve by mixing ingredients and syrups.
According to the brand, Tia Maria was the liqueur of choice for the original Espresso Martini, created in the 1980s by the late bartender Dick Bradsell.
Furthermore, data from IWSR in 2023 showed that 63% of consumers favoured Tia Maria as the superior coffee liqueur for the cocktail. This is supported by results from a blind tasting test with a panel of 52 bartenders from London and Manchester, 67% of whom cited the liqueur as their go-to choice.
Tia Maria is made with 100% Arabica beans and Madagascan vanilla, bringing the bitterness of coffee to the forefront.
Ellis-Bextor commented on the partnership: “If you watched my home Kitchen Discos, then you’ll know I love a great cocktail, so I’m thrilled to work with Tia Maria, who are such a timeless brand that knows how to shake things up.
“I’m partial to a classic Tia Maria Espresso Martini. It’s such an iconic cocktail. There is something magical about raising a glass, enjoying that first sip and relaxing into the night… just gorgeous.”
The new campaign features a video set on a rooftop, showcasing Sophie Ellis-Bextor enjoying a Tia Maria Espresso Martini with friends.
The social media content includes Sophie playfully answering cheeky questions while sipping a Tia Banana-Tini, made with Tia Maria, vodka, espresso coffee, and banana liqueur. The group then engages in a cocktail-shaking competition, dubbed ‘Shake Up The Taste,’ where a winner is crowned.
Peter Dries, regional trade marketing director of Northwest Europe at Disaronno International, said: “Sophie represents the perfect ambassador for Tia Maria because she embodies the ideal mix between classic and contemporary dance music. Her music is for people who want to have fun, enjoy the moment but remaining classic and sophisticated – similar to Tia Maria consumers who would like to try the classic Espresso Martini and also some twist.”
The new campaign went live on 3 June and will be reinforced with in-store activations and limited edition merchandise announced throughout 2025.
To watch the campaign video, click below:
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