Karski & Beyond for Tia Maria

The Tia Maria coffee liqueur brand teamed up with grafiti duo ‪Karski & Beyond to create a one-of-a-kind piece of Tia Maria art! Thanks to the original Graffiti Press Package initiative, the Dutch Tia Maria Month campaign made a huge splash. The standout factor was the extraordinary participation of street artist duo Karski & Beyond, who created a wall mural dedicated to Tia Maria complete with an element of surprise: namely, the surface they painted actually consisted of various packs, which were then divided up and given out to the journalists as press packages. Thus each received part of a work of art.

The journalists were then invited to visit the retail locations and bars participating in Tia Maria Month, to taste various cocktails and so discover in particular the Tia Espresso Martini and all the amazing twists on the same.

Also, the Graffiti Press Package got sent to leading influencers, who then actively spread the word about the initiative.