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Diageo gives Baileys biggest ever ad push

Published:  05 November, 2008

Diageo is launching its biggest ever advertising campaign for Baileys this week, as it seeks to drive sales in the Christmas run-up.

Diageo is launching its biggest ever advertising campaign for Baileys this week, as it seeks to drive sales in the Christmas run-up.

The drinks giant has invested £4 million - a 30% increase on last year's ad spend for Baileys, as part of a £25 million global investment in the brand.

The 'Listen to Your Lips' campaign includes TV, print and outdoor advertising, experiential and relationship marketing, digital communications and PR activity.

The campaign will also be supported by in store sampling targeting over 420,000 consumers, beginning at the start of December. The sampling activity will take place in supermarkets including Tesco, Asda, Sainsbury's, Morrisons and Waitrose with in-store media and recipe guides to highlight the versatility of Baileys to consumers in the lead up to Christmas.

Point of sale (POS) items will also be available across all channels including freestanding display units, pallet wraps and posters.

Olga Garcia-Martinez, marketing director for Baileys at Diageo GB, said: "The advertising focuses on beautifully shot images of lips enjoying the sensual taste of Baileys. We are really excited about reminding people about the luscious taste of Baileys, which will help to further drive sales over the Christmas and winter months, as well as other key periods throughout the year."

It's been a busy year for Baileys; earlier this year Diageo launched a new bottle and outer casing design for Baileys Original and three new flavours - Baileys with mint chocolate, crème caramel and coffee.

Diageo says it expects this latest campaign to drive "significant growth" for the brand over the next three years and beyond, and plans to run it during future key sales periods and seasonal peaks.

Diageo's investment in the Baileys 'Listen To Your Lips' campaign is part of its £41 million investment this Christmas across a number of it brands.

Earlier this week it revealed how it plans to capitalise on its partnership with Gordon Ramsay to drive awareness of Gordon's gin over the festive period.

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