Baileys, the Diageo-owned cream liqueur, is being positioned as a summer drink that can be served over ice for the first time. It is the first time the drink is being heavily marketed over the summer months, with previous activity centred around its credentials as a Christmas tipple.
Diageo is also introducing a new, taller bottle and packaging for Baileys Original Irish Cream Liqueur and variants Baileys With a Hint of Mint Chocolate and Baileys With a Hint of Cr¿me Caramel.
Last month, Baileys appointed JWT London to head its £40m global ad business following a four-way pitch, and recently appointed Agency Republic to head its digital creative account.
The activity aims to create a new seasonal platform for the brand and will also include on-pack promotions and sampling activity.