Tia Maria has severed its 13-year relationship with Publicis and
appointed Rainey Kelly Campbell Roalfe to handle its pounds 2 million UK
Rainey Kelly will scrap Tia Maria’s familiar and long-running endline,
‘After dark, Tia Maria’, and has created a whole new campaign for the
coffee liqueur brand.
Allied Domecq put the brand up for grabs two months ago, offering
Publicis and another roster agency, DMB&B, the chance to pitch for Tia
Maria against Rainey Kelly.
M. T. Rainey, the planning partner at Rainey Kelly, said: ‘Tia Maria
needed some fresh thinking, and we will make the brand more lively and
Publicis has been running the ‘after dark’ campaign since 1983, when the
ads starred one of the original supermodels, Iman. Tom Ray, the
marketing director on brands for the URM division of Allied Domecq,
said: ‘We need to come up with high-impact creative work.’