Diageo to launch spring Baileys push

Diageo Great Britain is to launch a 1m campaign for Baileys Irish Cream targeting spring occasions including Valentines Day, Mothers Day and Easter.

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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

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

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now