Easter TV adverts for Baileys

Related tags Baileys Brand

Baileys appeared on TV during the Easter period in the first ever TV advertising for the brand outside of the normal pre-Christmas promotional...

Baileys appeared on TV during the Easter period in the first ever TV advertising for the brand outside of the normal pre-Christmas promotional period.

The new ads are still running at the moment at a cost to brand owner UDV of £1million. Cinema advertising will also be used during May and June.

The ads are part of a new campaign and are the work of agency Lowe Howard-Spink. Their objective is to encourage consumers to view Baileys as a year-round drink.

Baileys is now on sale on a large measure Optic in 41 per cent of on-trade outlets and the new ads will be supported in pubs with a "magnetism kit". This consists of a back bar display board with large magnetic letters, point-of-sale material and individual magnetic letter sets to be given away to consumers purchasing two large measures.

Brand manager John Roberts said: "The focus on Baileys outside Christmas has never been so strong. The combination of new advertising plus the up-weighted support below the line will continue to drive consumers into the brand year-round and accelerate the double digit growth currently experienced by Baileys."

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