Ilva Saronno Global Brand Activation Toolkit

TIA MARIA is a coffee-based liquor with a splash of Jamaican rum. It has a long tradition, deeply rooted in the 17th century Jamaica. DISARONNO is the “World’s favourite Italian liqueur”. Thanks to its smooth taste and unmistakable aroma. However, Tia Maria and Disaronno aren’t ingredients you’d usually expect to find in refreshing summer cocktails, but now’s the time to try something different. The campaign needed to move the shopper (and distributors) focus from usual cut-price promotions to more valuable promotions, leveraging on the brands' values and key assets such as the amazing Emily Sandé.