Diageo is planning its biggest-ever Easter spend on Baileys to boost sales after the brand’s disappointing performance during the Christmas period.
Diageo Great Britain plans to drive awareness of the brand throughout next month and April through a £1m investment to help grow sales and profit for the cream liqueur brand.
Baileys - the number two Christmas drinks brand - was subject to aggressive price cutting in the multiples and dropped 5% in value in the four weeks to Christmas last year, compared with the same four weeks in 2004, according to ACNielsen.
This Easter, the company will be launching limited edition Baileys Chocolate Cups gift packs, which contain a 50cl bottle of the Irish cream liqueur and a six-pack of Baileys Chocolate Cups, each of which is filled with a 25ml serving of Baileys (rsp: £9.99).
Kirianne Green, Diageo’s senior brand manager for Baileys, said: “This Easter we are driving innovation in the cream liqueur category and investing more than ever to drive front-of-mind awareness with Baileys drinkers during the Easter period.”
The marketing campaign includes television, radio and press advertising and in-store point-of-sale activity, all designed to highlight the message that Baileys is the perfect drink to enjoy with friends at Easter.
Diageo also plans to expand off-trade distribution of its new flavour variants, Baileys with a hint of Mint Chocolate and with a hint of Crème Caramel, which were launched in duty-free outlets last summer and trialled in Tesco at Christmas.