By John Glenday | Reporter

November 24, 2016 | 1 min read

Chocolate liqueur brand Baileys is inviting consumers to indulge this Christmas via a £3.6m advertising campaign titled ‘Don’t Mind If I Baileys’.

Reaching the UK market following an earlier European launch the promotion will reach out through TV, digital and social media activity which seeks to reinforce perceptions of the sugary tipple as an ‘indulgence’.

The holiday period will also be marked by the elevation of Chocolate Luxe variant, offered as a limited edition since 2014, as a permanent addition to the Baileys range.

Anna MacDonald, Baileys marketing director for Europe, stated that the newest addition to the Baileys family has helped the brand grow sales by 8.1 per cent.

The Christmas period represents something of a boom market for Baileys with two-thirds of its annual off-trade sales accounted for by the holiday rush.

Baileys has tasted sweet success with a content and marketing strategy which sees it position itself as an accompaniment to coffee and cocktails.

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