By Annette Shailer
A large-scale advertising and outdoor campaign will roll out along with off-premise merchandising activity that will see 1200 sessions conducted nationally through to May.
Shoppers will be taken on a sensory journey using the three Baileys variants, three scented oils and three Lindt chocolate flavours. Those who buy a 700ml bottle of Baileys will also receive a 100gm block of Lindt chocolate.
There will also be a focus on the Baileys Original 200ml in the coming months to tap into convenient and impulse sales.
Diageo Australia marketing manager – Baileys, Jonathan Curnow, said the campaign was the biggest investment Diageo had put behind the brand in years.
“It’s a recognition of the scale of the opportunity to grow Baileys by building more year-round sales and to maximise strong consumer demand over the Christmas period,” Curnow said.