Diageo Great Britain is to launch a £1m campaign for Baileys Irish Cream targeting spring occasions including Valentine’s Day, Mother’s Day and Easter.
The campaign will from February through to April and include cinema, digital and in-store activity.
Cinema ads will target women by running during “romantic films and those with a female audience”.
Three indents will play alternately between other adverts with the last one showing the heroine choosing a drink of Baileys over the hero.
Digital activity includes the Baileys Lounge site, which takes the form of a 3D pop-up magazine and will offer consumers ideas for entertaining around Easter and spring occasions.
During the campaign, Baileys 1L bottles will feature a grocery specific promotion to obtain a free 70cl bottle of Baileys with a hint of Crème Caramel and Baileys with a hint of Mint Chocolate.
The promotion is being run in partnership with DVD rental firm Lovefilm.com and customers will have to sign up for a 30 day DVD rental trial to claim the offer.
In December, Diageo launched the £25m “Listen to your Lips” campaign for Baileys liqueur to drive festive sales.