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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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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