Baileys sampling targets 420,000 people

05 November, 2008

The Christmas offensive for Baileys gets into full swing next month with an in-store sampling campaign targeting 420,000 consumers.

The blitz is being accompanied by a £4 million media spend on the brand, a 30% increase on what Diageo spent last Christmas. The Listen to Your Lips campaign includes TV, print and outdoor advertising, experiential and relationship marketing, digital communications and PR.

The sampling activity will take place in supermarkets including Tesco, Asda, Sainsbury’s, Morrisons and Waitrose and will be backed by in-store media and recipe guides.

Point of sale items will also be available across all channels, Diageo said, including freestanding display units, pallet wraps, bunting, shelf barkers, wobblers and posters.

Global brand director Sharon Keith said: “Listen to Your Lips is a simple idea. We don’t need elaborate messages, we just need to remind people of the delicious taste of Baileys and trigger the desire for the brand that they already have.”




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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