Diageo is launching a major push for Baileys as it looks to bring new and lapsed users to the brand.

Activity kicks off on 1 November with the roll out of a limited-edition gold bottle for the Baileys Chocolat Luxe brand extension Diageo launched last summer.

This will be followed on 20 November with a new TV ad for the brand. The ad will continue the strategy of primarily targeting women and will ‘invite women to raise a toast to each other.’

And in 2015, Diageo is kicking off an on and off-trade campaign it claims will “put Baileys on the lips” of one million people. The push includes the largest on-trade investment in Baileys in more than a decade, which includes sampling in cities and will also benefit off-trade sales, according to Anna MacDonald, marketing director for Western Europe.

“Research has shown consumers are around two-and-a-half times more likely to buy in the off-trade if they have tried a drink in the on-trade,” she said.

MacDonald added Diageo would also be looking to boost awareness of Chocolat Luxe - which has played a major role in reviving sales of the brand. This would include activity next Easter targeting the gifting market.

“Chocolat Luxe has been a huge success, but there are still a lot of people out there who haven’t tried it,” she added.

Off-trade value sales of Baileys were down 8.3% year on year 12 months ago, but the decline has since slowed to 2.4% [Nielsen 52 w/e 16 August 2014].

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