Tia Maria Cool Beans

Tia Maria Cool Beans

Tia Maria were perceived as a little old fashioned, a bit 80’s - and not in the cool retro way. They were keen to shift perceptions to become a cool, young and modern spirit. To increase trial, and take this bold coffee liqueur to the masses, while giving the brand a credible association with music.

Their new serve the Tia Espresso Ice was to be the driving force, and we had to develop something to get this cool liquid on lips at the hottest festivals across the country. It had the potential to be the perfect summer drink, so our job was to create a new drinking occasion at outdoor events and summer festivals - capturing a sizeable, young and diverse audience that required the largest change in perception.

‘Cool Beans’ was created. 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. The results were 65K sips, and over 10K drinks sold. Very cool beans.