By Amy Looker

Baileys Irish Cream liqueur will be the focus of a new consumer promotion that will be the biggest of its kind for the brand.

Diageo have invested over $2 million into the ‘Chill and Win’ promotion, which encourages consumers to keep a bottle of Baileys in the fridge to enjoy at home.

The main prize consists of a one of a kind Bang & Olufsen Home Cinema valued at over $100,000.

There are also five instant win $14,000 Home Cinemas up for grabs, and every consumer will receive a guaranteed gift with purchase prize of six weeks of free, unlimited DVD rental from Bigpond worth $29.95.

Specially marked bottles need to be chilled in the fridge, which causes a special promotion code to reveal itself on the sticker.

Consumers can then go online to enter the code in order to redeem the DVD rental offer. Consumers will be automatically entered into the major draw to wine the Bang &Olufsen Home Cinema prizes once they enter their details.

The ‘Chill and Win’ promotion will run from August 3 through to October 31. A major media campaign will support the promotion, on both the Austereo radio network and through sponsorship of Channel 9 TV series, ‘Farmer Wants a Wife’.

Promotional stock will be available from the beginning of August, and Diageo business development managers will also have in-store display materials and POS available to drive the promotion in off-premise outlets. 

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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