TITLE

Allied Domecq repositions Tia Lusso as 'light' brand

AUTHOR(S)
Singh, Sonoo
PUB. DATE
May 2004
SOURCE
Marketing Week;5/6/2004, Vol. 27 Issue 19, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
13088104

 

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