Brand’s last festive push

baileys_print_7nov_6sheets_m9DRINKS giant Diageo GB has launched a new global marketing campaign for its cream liqueur brand Baileys.
The new ‘Don’t Mind If I Baileys’ campaign aims to boost consumer awareness of the brand ahead of Christmas.
Launched last month, the above the line campaign is described as “fully integrated” and includes TV, broadcast, digital advertising and social media activity; it aims to position Baileys as “a modern and indulgent treat for the festive period”.
Anna MacDonald, Baileys marketing director, encouraged operators to consider using Baileys in a variety of serves, claiming that last year 6.5 million UK adults enjoyed a Baileys in December.
MacDonald said this makes December “the perfect time to offer customers these festive options”.
“The versatility of Baileys is key to driving profits for licensees,” said MacDonald.
“Our latest marketing campaign aims to extend customer understanding of all the different serve occasions – from coffee through to cocktails.
“As this awareness grows, we are encouraging licensees to take advantage of the opportunity by putting these serves on their menus.”