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.

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.