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."