Diageo invests 25m in festive push

Diageo is investing 25m in marketing and advertising across its leading brands including Baileys, Smirnoff, Bell’s, Bushmills and Guinness, in the lead up to Christmas.

Diageo is investing £25m in marketing and advertising across its leading brands including Baileys, Smirnoff, Bell’s, Bushmills and Guinness, in the lead up to Christmas.

Guinness Red, a smoother sweeter version of the beer, will be rolled out as part of a £3m marketing push. The launch of Guinness Red, which uses lighter roasted barley for a rich ruby red colour, follows a trial in 141 Mitchells & Butler pubs earlier this year.

The investment will include the launch of Baileys with a hint of Mint Chocolate and Baileys with a hint of Crème Caramel as part of a £6m marketing spend on the brand. This will also include by a new television campaign in October featuring people pulling faces while shaking Baileys with ice.

Smirnoff will be supported by a £3.5m investment programme, including a £1.2m advertising campaign. Diageo’s whisky brands Bells’ and Bushmill’s be supported by consumer print advertising campaign and relationship marketing over the key Christmas period.

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