Bailey’s to get GBP6.5m cash injection from Diageo
22 October 2008 | By Popsop Team
Diageo GB is investing GBP6.5m in Baileys, the leading Irish cream liqueur, in the run-up to Christmas, including a GBP4m burst of new consumer advertising with the theme of “Listen to Your Lips”.
The campaign, featuring work from British beauty and fashion photographer Rankin, works with the concept of Baileys being a drink for different occasions at different times of the day and in many places – and so many many pairs of lips.
There were 24 different ad executions in the campaign, amplifying the depth of engagement for consumers. Over 100 models from different cultural backgrounds were cast for the print advertising campaign, each chosen for their luscious and expressive lips. It is designed to “make the brand more relevant and contemporary, and inspire women to lead a more sensory life”.
Here are two of the print advertisements, the end result of collaboration with British photographer Rankin.
The ad campaign breaks in November and includes print, poster, TV and online advertising. Diageo GB is upping the spend on the brand, which is said to be bought by one in ten households over Christmas, by 30% compared to the last festive season.
Around 750,000 gift packs will be available this Christmas, with 13 different variants. Point of sale, such as free-standing units, pallet wraps, bunting, shelf barkers, wobblers and posters, will be available across all retail channels.
Popsop.com
Tags: alcohol drinks, Baileys, Diageo, liqueur
