Baileys Don't Mind If I ad, Christmas 2016

Baileys has unveiled a £3.6m campaign for Christmas as its annual boom period enters the mid-point.

The UK’s leading cream liqueur brand will roll out its Don’t Mind If I Baileys push in the UK this month, following a European launch. Running across TV, digital and social media activity, the new activity positions the brand as a ‘modern and indulgent treat’.

It will also see the limited edition Chocolat Luxe variant in a gold 50cl bottle added to the Baileys range permanently, after originally being released in late 2014. It has since has helped the brand grow by 8.1% in value sales, according to Anna MacDonald, Baileys marketing director for Europe.

Two thirds of the drink’s yearly off-trade sales were made from October to December, she said. It was “intrinsically linked with Christmas in the hearts and minds of consumers”.

Baileys’ versatility had enhanced its popularity, with consumers adding the liqueur to cocktails and coffee, MacDonald added.