Illva Saronno brings neuromarketing insight to new-look Tia Maria

Illva Saronno will present its Tia Maria coffee liqueur in new packaging at next month’s TFWA World Exhibition (Green Village M52).

The refreshed black bottle features a bolder red label designed to increase on-shelf presence. Illva Saronno is promoting the liqueur’s new look with new Tia Maria Frappé and Tia Espresso Martini cocktails.

Tia Maria’s new look is expected to improve shelf stand-out and increase appeal in travel retail

According to Illva Saronno, the new bottle has been consumer tested through neuromarketing, which combines traditional marketing with neuroscience and psychology. Neuromarketing is said to measure what occurs in the human brain when it is subjected to stimuli related to products or brands.

“The result represents a further step forward for a historic brand that has always been in vogue, even for newer generations,” Illva Saronno stated.

Tia Maria combines 100% Arabica coffee with notes of Jamaican rum and Madagascan vanilla.

At Cannes Illva Saronno will also reveal the newest Icon limited edition designer Disaronno bottle, which succeeds the Roberto Cavalli edition.

Illva Saronno International Marketing Director Flavio Lasalandra commented: “This is a big year for Illva Saronno, with the new look Tia Maria bottle and the new limited-edition designer bottle coming out, details of which will be announced in October.

“We’re extremely pleased with the new look Tia Maria bottle which we’re confident will have much improved shelf stand-out and appeal within travel retail. We’re looking to support the new bottle with in-store activations and tastings in order to engage directly with passengers.”

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