Cool Baileys' hot new look

13 June, 2008

Diageo is supporting the roll-out of a new-look Baileys bottle with a £1.2 million ad campaign.

Hitting retailers' shelves in June, the redesigned bottle

features an image of the Irish countryside in a bid to "communicate the history, heritage and authenticity of Baileys", said Diageo.

New emblems on

Baileys flavours have been added to help

distinguish

between each variant.

The summer marketing push aims to promote the brand -

traditionally associated with Christmas - as a drink that can be drunk with ice during warm weather.

It will include a £550,000 sampling drive in five regions in the UK, with the Baileys Ice Cold serve

available to 270,000 shoppers at Asda, Tesco, Sainsbury's, Morrisons and Waitrose.

To encourage consumers to chill Baileys, bottles

will feature a neck collar that, when it

hits the right temperature, reveals if they

have won one of 20 Smeg fridges or thousands of other

prizes.

Cinemas

will

screen the

ads, while sampling will be held in

10 Vue cinemas.




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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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