Diageo is launching its biggest ever global marketing campaign for Baileys liqueur, as it looks to drive the brand’s growth over the festive season. The £25m “Listen to your Lips” campaign will invite consumers to “follow their desire” for the brand.
In the UK, Diageo will spend £4m on the campaign – a 30% increase on Baileys advertising compared to Christmas last year. The campaign created by JWT, will include TV, press, digital, outdoor and experiential activity.
It will be supported by in-store sampling targeting over 420,000 consumers. The sampling activity will take place in supermarkets including Asda, Sainsbury’s, Morrisons and Waitrose, with in-store media and recipe guides to highlight the versatility of Baileys.
Diageo GB is expecting the campaign to drive significant growth for the brand over the next three years and in the longer term. It will be run during key sales periods and seasonal peaks throughout the year.
Diageo GB’s investment into the Baileys “Listen To Your Lips” campaign is part of its £41m investment this Christmas across leading brands and retailer and category activity to drive awareness and sales.
The digital execution of the campaign has been created by Agency Republic and Chemistry will handle Baileys’ experiential and relationship marketing.
Sharon Keith, Baileys global brand director, says: “Consumers tell us that they adore the taste of Baileys. ‘Listen to Your Lips’ is a simple idea, we don’t need elaborate messages, we just need to remind people of the delicious taste of Baileys and trigger the desire for the brand that they already have.”