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From left: Diageo GTME Regional Commercial Manager John Kelly, promotional staff and Diageo GTME Regional Director Europe Olaf Grewe took part in the Baileys liqueur sampling activation in travel retail locations on 18 November |
INTERNATIONAL. Diageo GTME celebrated Baileys Global Visibility Day for its best-selling Irish cream liqueur brand last month in the run-up to the holiday season.
The huge, annual sampling drive took place in travel retail locations across the world on the same day, 18 November, and The Moodie Report was on hand to spread the word about the brand at World Duty Free’s store in London Heathrow Terminal 5.
There was certainly a great story to tell customers this year, following the recent launch (1 November 2010) of the Baileys Hazelnut flavour.
Diageo now has five products in the Baileys range and, according to its own data, the brand has 200 million-plus drinkers across the globe, and 2,365 glasses of Baileys are enjoyed every minute, every day.
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The Moodie Report’s Mary Jane Pittilla lends a hand at World Duty Free’s shop in Heathrow T5 |
Following the success of last year’s Visibility Day, the activation centred on the Baileys bow, with five colours adorning the festive season’s Baileys bottles: Baileys Original sported a red bow, Mint Chocolate (green bow), Crème Caramel (orange), Coffee (bronze) and Baileys Hazelnut wore a cream-coloured bow to complement the bottle’s screw top.
This year, Diageo’s dedicated travel retail team aims to tie a total of over half a million bows on bottles over the key holiday period and is seeking to set a new record to top last year’s remarkable result that delivered 300,000 bows.
Baileys Visibility Day 2010 saw various new activities, including in-store activations and sampling. The marketing drive was activated at 34 travel retail locations, including London, Dubai, Hong Kong, New York and Abu Dhabi.
Baileys Hazelnut takes the lead role
As the latest arrival, Baileys Hazelnut flavour took the lead role on this year’s Visibility Day, to highlight its launch this month across European travel retail and selected domestic markets. Other travel retail regions follow in 2011.
The launch of a new Baileys Hazelnut flavour is a proven footfall driver and sampling is an effective tool for the brand, delivering conversion rates notably above the average for the category, according to Diageo.
Initial reactions in the first three weeks of the launch of Baileys Hazelnut flavour in GTME Europe have been “exceptionally positive” and the latest flavour variant will clearly be an exciting and innovative gifting option for many shoppers this Christmas, the brand owner said.
Team members took part from across the business
Alongside the sales teams, Diageo GTME team members from across the business were involved in Baileys Day, including over 70 staff from the London headquarters, spanning departments as diverse as finance, human resources, innovation, sales service, supply, marketing, consumer insight as well as senior members of the executive team. They took it in turns to man the in-store sampling stations and bars at a number of locations across Western Europe.
Over in the Americas, 25 members of Diageo GTME Americas finance, marketing and commercial teams were in 15 key locations across the region. More than 1,000 consumers were sampled on Baileys Day alone.
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Left: Baileys bottles sporting festive bows in El Salvador; Right: Sampling in the Arrivals store in the Dominican Republic |
Diageo GTME Marketing Manager Vodka, Gins and Liqueurs Chin Ru Foo commented: “The support from our retail partners has been tremendous and we’ve seen stunning activity with WDF, Aer Rianta, Aelia, Gebr Heinemann, Dufry and Nuance. It really is a standout day in the year – not only for the wonderful shopper experience at each location but also for the additional sales that it provokes.
“Each member of our GTME team has a chance to experience what it’s like on the shop floor and to engage directly with shoppers and our retail partners. The added presence of the new Baileys Hazelnut flavour adds a real frisson to the activity and we are all delighted to share with shoppers the fabulous new flavour and experience their reaction live in the store.
“As one of the world’s most popular brands, our insight shows that Baileys is also an exceptional and proven driver of footfall and conversion and is especially effective in driving impulse purchases, making it particularly relevant at this time of year. Complemented by the excitement of the launch of Baileys Hazelnut flavour, the brand’s worldwide appeal makes it the perfect focus for the critically important Christmas holiday period.”
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A happy trio help to boost the efforts of Diageo GTME Americas at Miami Airport on Baileys Global Visibility Day |
New global ad campaign
A new global advertising campaign, taglined ‘Baileys, let’s do this again’, breaks this month and marks a fresh approach for the brand, Diageo said.
After listening to their loyal consumers, the company found that Baileys Irish cream is a beverage that people feel is the perfect drink to enjoy with friends.
“The key message the campaign conveys is that Baileys is a drink loved by its consumers around the world, it’s simply a delicious drink which can be savoured with friends, at any time all year round,” said Baileys Global Brand Director Philip Almond.
“The campaign reminds consumers of the joy of those simple, spontaneous moments spent in the company of friends. While these moments happen throughout the year, they are especially common over the festive season as consumers get together with friends and family,” he added.
About Baileys Irish Cream liqueur
Baileys Irish Cream is the world’s number one liqueur, according to research conducted by IWSR 2009. Some 43% of purchases are unplanned (source: research conducted by Simpson Carpenter 2006).
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