Baileys has £1m spring in its step

Diageo is hoping to maintain some spring momentum in the cream liqueurs category with a £1 million campaign for Baileys.

Targeting Valentine’s Day, Mother’s Day and Easter, the activity will include on-pack promotions, PR, in-store activity and cinema advertising and encourage people to enjoy the product with ice cream.

Throughout the campaign, Baileys 70cl bottles will have a collarette which features a Movie Night Kit promotion for convenience and independent retailers. It offers consumers a free DVD, two ice cream sundae glasses and spoons and a voucher to claim a free 35cl bottle of Baileys.

A Baileys 35cl bottle, featuring a red bow and gift tag, has been introduced for spring.

Marketing manager Jeremy Kanter said: “With three gifting occasions during spring, for Baileys we have ensured that we offer a special gifting option to help retailers maximise on the opportunity. In addition, the POS material, cinema advertising and digital activity will all help drive awareness of Baileys during this important sales period.”

Cream liqueur sales rose by 6% by value and 4% by volume in 2008, according to Nielsen.