Baileys has launched a £3.6 million above-the-line campaign to drive consumer awareness in the run-up to Christmas.
The new Don’t Mind If I Baileys global platform will roll out across the UK this month, having launched in Europe this month. The campaign is fully integrated and includes TV, broadcast, digital advertising and social media activity, positioning Baileys as a modern and indulgent treat for the Christmas period.
A series of six-sheets will position the drink for a number of festive occasions, including as a Christmas eve nightcap and an after-dinner luxury.
The period is key to Baileys, which said that it gets two-thirds of its sales in the build-up to the Christmas break.
Baileys marketing director Europe Anna MacDonald said: “Baileys is a spirit intrinsically linked with Christmas in the hearts and minds of consumers. So much so that a huge two-thirds of Bailey’s total annual sales in the off-trade are made in October–December, making it an absolute must-stock for retailers at this time of year. The versatility of Baileys has made it an increasingly popular addition to cocktails and coffees at home, so the sales opportunity for the brand is huge, particularly during Christmas.”
In addition to Baileys original, which is available in 1 litre, 70cl, 35cl, 20cl and 5cl formats, the 50cl Baileys Chocolat Luxe bottle will also be added to the range permanently as a result of its ongoing popularity among consumers. The gold bottle packaging, which offers standout visibility on shelves and displays, has helped the brand grow by 8.1% in value sales in the past year.
Baileys claimed that retailers who ensured that Baileys was prominently displayed during Christmas 2015 experienced double the return on sales (ROS) of stores that did not. And retailers who activated both display and price promotions for the brand saw their ROS rise to five times those who didn’t.
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