With 66% of sales occurring during the festive period (Nielsen Scantrack, 12WE 03.01.2015), Baileys has launched a new £3.6m Christmas ATL campaign.
The new ‘Don’t Mind If I Baileys’ global campaign has been rolled out in the UK. The campaign includes TV, broadcast, digital advertising and social media activity, positioning Baileys as a modern and indulgent treat for the Christmas period.
Anna MacDonald, Baileys marketing director Europe, said: “Baileys is a spirit intrinsically linked with Christmas in the hearts and minds of consumers. So much so that a huge two thirds of Bailey’s total annual sales in the off trade are made in October-December, making it an absolute must-stock for retailers at this time of year. The versatility of Baileys has made it an increasingly popular addition to cocktails and coffees at home, so the sales opportunity for the brand is huge, particularly during Christmas.”
In addition to Baileys Original, available in 1l, 70cl, 35cl, 20cl and 5cl SKUs, the 50cl Baileys Chocolat Luxe bottle will also be added to the range permanently as a result of its ongoing popularity amongst consumers. The gold bottle packaging, which offers stand out visibility on shelves and displays, has helped the brand grow by 8.1% in value sales and add £394k to the creams category (Nielsen Total GB Off Trade 18.06.16).