A £5m television, press and outdoor campaign will target women who will be encouraged “to reclaim their Saturday nights”. The activity will run from this month rather than November as in 2008.
Two TV campaigns, one promoting all three Baileys flavours alongside Original Irish Cream is aimed at driving Christmas sales, while the other will support the national launch of Baileys with a hint of Coffee.
The festive campaign will break this month while the Coffee flavour ad kicks-off in October.
Sampling and point of sale activity will support the above-the-line campaigns.
Diageo hopes promoting the three flavours alongside Baileys Original Irish Cream will boost sales by 23% over the festive season.
News of the brand’s holiday plans comes a month after Diageo appointed Philip Almond, marketing director for its British division, to the role of global brand director of Baileys.
Separately, the drinks company is readying a £2m marketing campaign for Smirnoff in the run up to Christmas.
The integrated activity will run through November and December and push the “quality credentials” of the vodka.
Diageo launched a £15m global campaign for the vodka brand earlier this year that aimed to position the drink as a lifestyle brand, while communicating the “exceptional, unexpected and inexplicable moments” in life.