Diageo GTME is launching a new seasonal promotion across the Baileys brand family. This springtime European Travel Retail exclusive is seeking to inspire shoppers and drive category growth by tapping into the season’s gifting occasions. The innovative through the line campaign includes sampling, concourse activations and a new on-pack execution.
The promotion includes high impact point of purchase communication, in store and concourse sampling activity in high passenger traffic areas, as well as promotional offers. All the activity is targeted at the self-treat and gifting motivations of travellers with Baileys, the world’s No. 1 liqueur and Travel Retail’s second biggest spirit brand*, looking to persuade shoppers to ‘Treat Someone Special’ across all four of the Baileys flavours 1L bottles.
The campaign adopts a fresh ‘green’ tone in the promotional visuals that create superb visibility and impact to consumers travelling through travel retail channels. This is the first time that green has been used in a Baileys promotion and the shift in colour from the traditional red used at Christmas reflects the seasonal change and emphasises the relevance of Baileys at this time of the year.
To support the campaign, Baileys will feature two on-pack executions to 1L bottles in the brand family. The first execution uses a box of three Baileys OIC Milk Chocolate Truffles from LIR, the specialist chocolatiers, based in Killarney in the west of Ireland, and a 1L bottle of Baileys. Recently, LIR partnered with Baileys for a highly successful major promotion at Dublin Airport to drive Gifting over the Christmas holiday season and is now set to capitalize on it during this important Gifting period. The on-pack box pack of twist-wrapped truffles, which sits elegantly on the neck of the bottle, also carries a motivating message of ‘A sweet treat with compliments from Baileys’. The packs will be carried by leading retailers, including WDF, Nuance, Belgian Sky Shops, SAR and a number of Nordic customers through March to April.
For customers where the on-pack chocolates are not suitable, the second activation uses a re-run of the successful campaign carried out over Christmas last year – the addition of a coloured bow. 1L bottles of Baileys® will be adorned simply but elegantly with a stylish bow to add a touch of eye-catching retail theatre to convey the Gifting message. The bow colours are selected to align with the brand family: Original (red), Mint Chocolate (green), Crème Caramel (orange) and Coffee (bronze). This activation highlights the effectiveness of the bow as an enhancement to the brand’s Gifting appeal and will be carried by a number of retailers, running through March, April and May.
Caroline Lyons, Diageo GTME Marketing Manager White Spirits, Liqueurs and Rums, comments: “Our insight programme shows that Baileys is a very impulsive brand and over 200 million global adorers and adopters respond very positively to new activations around it, especially for Gifting. This exciting promotion challenges preconceptions of Baileys® and subtly persuades shoppers to look again at the world’s favourite liqueur. The brand’s global and trusted appeal makes Baileys® a sure-fire winner as a Gifting choice, particularly for male shoppers seeking gifts for female friends and family, as well as a great self-gift for impulse purchasers.
“Of course, Baileys® will always be a Christmas favourite but our research shows that consumers are very much open to experiencing Baileys at other times of the year and across a broad range of occasions, from formal dining to casual drinks with friends. As part of that reappraisal, the campaign aims to engage and persuade them to look at Baileys from a new angle.”