Cool Baileys' hot new look
Diageo is supporting the roll-out of a new-look Baileys bottle with a £1.2 million ad campaign.
Hitting retailers' shelves in June, the redesigned bottle
features an image of the Irish countryside in a bid to "communicate the history, heritage and authenticity of Baileys", said Diageo.
New emblems on
Baileys flavours have been added to help
between each variant.
The summer marketing push aims to promote the brand -
traditionally associated with Christmas - as a drink that can be drunk with ice during warm weather.
It will include a £550,000 sampling drive in five regions in the UK, with the Baileys Ice Cold serve
available to 270,000 shoppers at Asda, Tesco, Sainsbury's, Morrisons and Waitrose.
To encourage consumers to chill Baileys, bottles
will feature a neck collar that, when it
hits the right temperature, reveals if they
have won one of 20 Smeg fridges or thousands of other
ads, while sampling will be held in
10 Vue cinemas.