Baileys targets special occasions

05 February, 2010

Diageo is spending £1 million on a marketing campaign to drive awareness and sales of Baileys in the run-up to major events in the first part of the year, including Valentine’s Day, Mother’s Day and Easter.

New TV ads featuring a perfect Baileys serve will appear from March 8 and run until Easter, and POS materials will be available across all channels.

The campaign coincides with Baileys’ sponsorship of the new series of Desperate Housewives on Channel 4 and E4.

Break-bumper ads will appear throughout the series which runs until June.

Brand manager Violeta Andreeva said: “The TV ads and POS kits, combined with the sponsorship, means that Baileys will have increased awareness and visibility in the spring, helping retailers drive sales during this key time of the year for the brand.”?Andreeva added that the Desperate Housewives link-up will specifically appeal to females aged 18 to 49 who enjoy a glass of Baileys over ice “to make the treat of watching their favourite programme even more special”.

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