Baileys Launches New Look and £1.2m Campaign

The new bottle is slightly taller yet retains the distinctive Baileys bottle shape. New flavour emblems on the Baileys with a hint of Mint Chocolate and with a hint of Crème Caramel bottles evoke the individual flavours and will help consumers and retailers distinguish more clearly between each variant.

30/05/08 The brand is also launching a £1.2 million summer marketing campaign, highlighting the ‘Ice Cold’ Baileys serve to retailers during the warmer months.

As part of the bottle re-design, the new Baileys Original Irish Cream will communicate the history, heritage and authenticity of Baileys through artwork featuring a contemporary execution of the Irish countryside.

The new bottle is slightly taller yet retains the distinctive Baileys bottle shape. New flavour emblems on the Baileys with a hint of Mint Chocolate and with a hint of Crème Caramel bottles evoke the individual flavours and will help consumers and retailers distinguish more clearly between each variant.

The redesigned outer cases feature bold coloured artwork, which provides further visual distinction between variations. They also complement being cut and are “shelf-ready”.

Jeremy Kanter, Baileys Marketing Manager, Diageo GB, commented: “The new Baileys bottles are both eye-catching and practical. The bottle maintains the Baileys brand’s classic and distinctive style with a sleek and contemporary feel that clearly communicates the brand’s quality and authenticity.

“The bottle re-design is the next step for Baileys following the successful launch of Baileys Flavours in 2006. The new packaging brings together the Baileys family, whilst clearly differentiating between the different variants.”

The £1.2 million summer marketing campaign will feature a mixture of on-the-ground activity, on-pack competitions and advertising, seeking to broaden the Baileys customer base further through the creation of a new seasonal platform.

The summer activity will include a £550,000 sampling campaign, to be run across five regions in the UK.

The sampling activity aims to educate over 270,000 consumers on the Baileys Ice Cold serve as a great summer drink, with outdoor experiential sampling at Asda, Tesco and Sainsbury’s stores and instore sampling at Morrisons, Waitrose, and Asda stores.

In support of the six week sampling activity, consumers will be encouraged to purchase bottles of Baileys on the day with a free gift-with-purchase of two Baileys summer cups. Each 70cl bottle of Baileys Original Irish Cream will also feature an on-pack collarette, and when the bottle is placed in a fridge and cooled to the right summer-serve temperature the collarette will cleverly reveal whether the purchaser has won one of 20 Smeg fridges or thousands of other Baileys prizes.

The activity will be supported with Baileys Blended advertisements in cinemas nationwide and foyer sampling at 10 Vue cinema locations across the UK.

Digital channel Paramount Comedy is also currently running the Baileys 30” ‘Shaken’ ad in addition to online Baileys advertising on popular travel website lastminute.com in June, pushing the Blended summer-serve message.

Jeremy Kanter continues: “Baileys Irish Cream Liqueur traditionally sees a large proportion of its sales during the autumn and winter season but we are confident that our new summer marketing campaign should help broaden Baileys appeal in a different seasonal market with the Baileys ‘Ice-Cold’ message.”

Baileys with a hint of Coffee, which is currently being trialled in World Duty Free stores across UK airports, will also change its bottle design in line with Baileys flavours.

Baileys is the most successful spirit brand launched in the last 35 years, sold in over 130 countries it is also the world’s number one liqueur brand.