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Diageo’s spring campaign adopts a green tone in the visuals |
UK. Diageo Global Travel and Middle East is launching a new springtime Baileys liqueur promotion exclusively for European travel retailers.
The campaign seeks to inspire shoppers and drive category growth by tapping into the season’s gifting occasions. It includes high-impact POP communication, in-store and concourse sampling activity in high passenger traffic areas, as well as promotional offers.
The activities are targeted at the self-treat and gifting motivations of travellers, looking to persuade shoppers to “˜Treat Someone Special’ across all four Baileys flavours.
Explaining its promotional strategy, the company said: “This time of year features a series of well-recognised occasions that lend themselves to gifting, such as Mother’s Day, Easter, St Patrick’s Day, International Women’s Day and numerous spring festivals.
“Based on significant research, Diageo GTME knows that the Baileys brand has strong feminine global appeal and the packs convey strong interest to impulse purchasers, especially among male shoppers buying for female family and friends. The Baileys’ qualities of sociability, versatility and universal appeal resonate with the lively mood of springtime.”
New green colour usage for the spring season
The campaign adopts a fresh green tone in the promotional visuals. This is the first time that green has been used in a Baileys promotion, and the shift in colour from the traditional red used at Christmas reflects the seasonal change.
To support the campaign, Baileys introduces two on-pack executions. The first features a box of three Baileys Original Irish Cream Milk Chocolate Truffles from LIR, the Irish chocolatier, and a one-litre bottle of Baileys.
This follows the successful promotional link-up between Diageo and LIR at Dublin Airport to drive gifting over the Christmas holiday.
The on-pack box pack of twist-wrapped truffles, which sits on the neck of the bottle, also carries the message: of ‘A sweet treat with compliments from Baileys’.
The packs will be carried by leading retailers, including WDF, Nuance and Belgian Sky Shops and a number of Nordic customers through March to April.
Where the on-pack chocolates are not suitable, the second activation uses a re-run of the successful campaign carried out over Christmas last year – the addition of a coloured bow.
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This on-pack execution features a box of Baileys Original Irish Cream Milk Chocolate Truffles from LIR Chocolates plus a bottle of Baileys |
One-litre bottles of Baileys will be adorned with a stylish bow to add a touch of eye-catching retail theatre to convey the gifting message.
The bow colours are selected to align with the brand family: Original (red), Mint Chocolate (green), Crème Caramel (orange) and Coffee (bronze). This activation will be carried by a number of retailers, running through March, April and May.
Gifting choice for male shoppers
Diageo GTME Marketing Manager White Spirits, Liqueurs and Rums Caroline Lyons said: “Our insight programme shows that Baileys is a very impulsive brand and over 200 million global adorers and adopters respond very positively to new activations, especially for gifting.
“This exciting promotion challenges preconceptions of Baileys and subtly persuades shoppers to look again at the world’s favourite liqueur. The brand’s global and trusted appeal makes Baileys a sure-fire winner as a gifting choice, particularly for male shoppers seeking gifts for female friends and family, as well as a great self-gift for impulse purchasers.
“Of course, Baileys will always be a Christmas favourite, but our research shows that consumers are very much open to experiencing Baileys at other times of the year and across a broad range of occasions, from formal dining to casual drinks with friends. As part of that reappraisal, the campaign aims to engage and persuade them to look at Baileys from a new angle.”
LIR Chocolates Managing Director Stephen Cope said: “We are delighted to partner with Baileys on this exciting promotion, especially after the success of our shared Christmas promotion at Dublin Airport, which delivered an exceptional experience for the shopper. The combination of Baileys Original Irish Cream and LIR chocolates delivers a remarkable taste experience and conveys exceptional gifting appeal.”
*Baileys is the world’s number one liqueur and travel retail’s second biggest spirit brand (source: Duty Free Intelligence Centre).
