Diageo serves up marketing cocktail for Smirnoff and Baileys

Diageo is making major changes to the marketing for Smirnoff and Baileys in a bid to elevate both brands in the increasingly competitive spirits market.

BaileysLips-Campaign-2014

The drinks maker is channeling nearly £20m into promoting both brands around strategies heavily focused on distribution and widening their footprints in Great Britain. The move stems from changes made to the business since the turn of the year whereby a back-to-basics approach to balancing distribution with more efficient media spends is being encouraged.

Baileys is using the approach to encourage women to reassess when they drink the liqueur. Unlike spirits, liqueurs are more of an impulse buy in supermarkets, says Diageo, and so it has shifted more budget into the on-trade to change those perceptions. The increased focus on pubs and clubs underlines a campaign launching next month (19 November) to celebrate the brand’s 40th anniversary.

It continues the rebrand from 2012 and encourages women to come together and toast “Here’s to us”. The strapline appears in a TV ad currently being filmed in London, which will look to encapsulate the collective power of women.

The £3.5m campaign’s timing aims to use the key festive window to extend its appeal throughout the year. Women in the UK are 2.4 times more likely to buy a product in the off-trade if they have recently consumed in the on-trade, according to Diageo.

Anna MacDonald, marketing director for Baileys Western Europe, says the brand needs to get its “mojo back” back in the on-trade to secure long-term growth. An experiential push will launch in the run up to Christmas that Diageo claims will reach around 100,000 customers.

“Baileys is an impulse brand and doesn’t behave like a lot of other spirit categories where someone plans to pick up a bottle for a particular occasion. People don’t say I must buy a liqueur. It’s not the same shopping experience. With Baileys now, it’s about using the campaign as a sign post to bring more people into the category”, adds MacDonald.

For Smirnoff, the branding is being overhauled next summer worldwide. A “contemporary”, “simpler” design will appear on all Smirnoff 21 flavour cocktails as well as the Smirnoff no.21 and Gold variants. Diageo hopes the revamp gives its bottles and cans greater stand out on shelf to support as part of wider efforts to break away from some of the premiumisation the vodka category has come to be associated with in recent years.

The plan will see the vodka shift its attention to festival goers in 2015 through its Smirnoff Soundcloud pan-European initiative. DJs will partner with the brand to produce content ranging from intimate gigs to behind-the-scenes videos from festivals, alongside significant investments in sampling.

The tie-up will be preceded by the December launch of its Spotify partnership in Great Britain following its US debut earlier this year. It uses an algorithm to serve fans new music based on their preferences. Diageo expects the media buy to reach 3 million people across Western Europe with 1.7 million coming from the UK.

The announcements come as Diageo gears up for the festive period. Ads for its Smirnoff Gold and Baileys Chocolat Luxe products are being rolled out as the business looks to top last year’s sales.

Hide Comments1 Show Comment
Comments
Trackbacks

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here