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Baileys

Baileys serves up £4.3m campaign as it turns focus on licensees

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By Natalie Mortimer, N/A

October 30, 2015 | 2 min read

Baileys is set to launch a new campaign to drive consumer awareness of the the drink over the key festive period as it turns its focus on selling the product in bars and pubs.

The activation will run throughout November and December promoting the new tagline ‘It’s not Christmas Without You’. The campaign will include a fully integrated approach with TV advertising, OOH and social media activity, as well as a number of sampling events at shopping centres and Christmas markets across the UK.

Tapping into a growing trend for coffee cocktails, Baileys has introduced a signature cocktail The Flat White martini. A combination of espresso, Baileys and Smirnoff No.21 vodka, which is shaken and served in a cocktail glass and garnished with coffee beans.

Anna MacDonald, brand birector for Baileys in Europe, said the association between Baileys and Christmas is already well-established, so the brand is keen to work with licensees to help them unlock a "huge" sales opportunity.

"We want to showcase the versatility of Baileys, from the classic over ice serve, with coffee, or even in an indulgent cocktail such as the Flat White martini. By embracing these serves through menu visibility and staff engagement, licensees will be able to provide their customers with the perfect offering for any occasion, from Christmas parties to quiet drinks with friends.”

Around 6.5 million people enjoying a Baileys in December, according to the brand.

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