CREAM liqueur brand Baileys is to be the subject of a £3.5 million media spend in the run up to Christmas.
The investment in the brand will see Baileys return to television screens with a new ad, which is scheduled to launch on November 19. Baileys’ Chocolat Luxe variant also returns to screens with a rerun of last year’s advertisement.
Targeting female drinkers, Baileys marketing activity will feature the tag lines “here’s to us” and “women bring out the brilliance in each other”.
The campaign will also include promotional activity in the on and off-trades including sampling activity.
Baileys parent firm Diageo has also launched a limited edition gold bottle of the brand’s Chocolat Luxe variant for the 2014 festive period.
The gold bottle is available to order in the on-trade now and is expected to roll out on November 1.
Anna MacDonald, Baileys marketing director for Western Europe at Diageo, highlighted the importance of festive on-trade sales to the brand and said consumers were “more likely to buy a product in the off-trade if they have tried it in the on-trade”.
