Allied Domecq repositions Tia Lusso as 'light' brand

Singh, Sonoo
May 2004
Marketing Week;5/6/2004, Vol. 27 Issue 19, p6
Trade Publication
Reports that Allied Domecq has been forced to reposition Tia Lusso as a "light" cream liqueur brand, following lower-than-expected sales. Shift in marketing strategy; Possibility of touting Tia Lusso's low-fat content in all its brand communications; Replacement of the advertising agency Cordiant Communications with Publicis.


Related Articles

  • Remade Allied Domecq to focus on core brands. Arndorfer, James B. // Advertising Age;2/8/1999, Vol. 70 Issue 6, p26 

    This article reports on the efforts of executives at Allied Domecq Spirits USA to improve the sales of its various products such as Kahlua liqueur and Beefeater gin in 1999. With a new marketing chief, a streamlined organization and a stable of fresh advertising agencies, Allied Domecq is poised...

  • LETTERS. Coomber, Ron; Turzynski, Greg; Myerson, Stan; Boyman, Russell // Campaign;9/10/2004, Issue 37, p22 

    Presents letters to the editor on articles published in previous issues of the journal "Campaign." Change in revised code on alcohol advertising from Ofcom; Comparison of in-store advertising between sales promotion companies and ad agencies.

  • Allied's Beefeater, Courvoisier Intoxicate Ads. Hein, Kenneth // Brandweek;10/15/2001, Vol. 42 Issue 38, p9 

    Reports on advertising campaigns for Beefeater gin and Courvoisier cognac by Allied Domecq for the 2001 holiday season. Details on the advertisements; Budget for the campaign.

  • THIS GIN IS FOR PEOPLE WHO DON'T LIKE GIN. Mullman, Jeremy // Advertising Age;6/18/2007, Vol. 78 Issue 25, p4 

    The article focuses on the advertising of gin. The article discusses the brand Right Gin's marketing strategy, which is centered around changing the public perception of gin as a drink for older men. The article also offers a discussion of other gin advertising campaigns, such as Bombay's Bombay...

  • Lava Casts Spell on `Cruel and Unusual' Set. Howard, Theresa // Brandweek;07/24/2000, Vol. 41 Issue 30, p47 

    Reports on the promotion of the Lava liquor from Allied Domecq in the United States market. Creative theme of the promotion; Advertising agency of Allied Domecq; Target market of the promotion; Cost of the liquor.

  • Beefeater Gin Sets New Bottle, First Radio Ads on Renewal Drive. Khermouch, Gerry // Brandweek;12/04/2000, Vol. 41 Issue 47, p17 

    Deals with the marketing strategy of Allied Domecq company for its Beefeater gin. Changes in the design of the bottle; Details on the radio commercials; Features of the print advertisements.

  • Doorbar nets Allied global spirits role. Wheeler, Brian // Marketing Week;10/14/1999, Vol. 22 Issue 37, pN 

    Reports on the promotion of Mark Doorbar to senior vice president of global marketing at wine firm Allied Domecq Wines & Spirits in Great Britain. Brands to be handled; Responsibilities; Incorporation of previous job as marketing vice president for the whisky portfolio into the new position.

  • Allied Domecq revamps Beefeater.  // Marketing Week;11/16/2000, Vol. 23 Issue 42, p9 

    Reports that Allied Domecq PLC is rebranding Beefeater Gin, as part of an attempt to appeal to younger consumers. Target schedule of release of the campaign; Aim of modernizing the design while retaining the heritage and traditional element.

  • Cordiant lands Allied Domecq drinks prize. Tylee, John // Campaign;10/12/2001, Issue 41, p7 

    Reports that London, England-based Cordiant Group has won the marketing account of Allied Domecq's liquor brands in Great Britain as of October 12, 2001. Details of the marketing account.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics