BAILEYS LAUNCHES NEW BISCOTTI FLAVOUR

September 8, 2011, 1:09 pm
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This September, Baileys is bringing launching new Baileys Biscotti Flavour in time for the key winter season.

Available across grocery and convenience, Baileys Biscotti Flavour will be in stores nationwide.

To support the launch, a £2.5m marketing campaign will run comprising TV and digital advertising in Great Britain and Ireland, in-store and event sampling, PR, relationship marketing and point-of-sale.

It will also be running an online Facebook promotion through which we will be giving away 200,000 samples of Baileys Biscotti Flavour (5cl format) to encourage trial and purchase.

 

Baileys Biscotti launches for the key winter season

This is one of the largest investments behind the sampling of a new Baileys flavour to date.

 

Baileys Biscotti Flavour is a blend of Baileys Original Irish Cream and the flavour of the traditional double baked Italian biscuits, biscotti.

The new premium flavour will sit alongside the existing Flavours range, which includes: Baileys with a Hint of Mint Chocolate, Baileys with a Hint of Coffee, and last year’s launch, Baileys Hazelnut Flavour.

The ABV of Baileys Biscotti Flavour is in line with Baileys Original and the current Baileys Flavours range, which is 17% ABV. As with the rest of the range, the perfect serve is 50ml over ice.

Louise McKerrow, Baileys marketing manager at Diageo GB, said:

“Each year Baileys remains the world’s number one cream liqueur to enjoy with friends during the festive season.

“Through the launches of each of our unique Flavours range we are constantly striving to deliver innovation to the category as well as encourage consumers to enjoy liqueurs outside the Christmas period.

“Our new Baileys Biscotti Flavour is a really exciting addition to the range and it achieved excellent results in our consumer research with the highest purchase intent and frequency of all the Flavours launched to date.

“By investing in strong POS and starting our digital and TV campaigns earlier than last year, we hope to increase awareness and trial whilst emphasising the notion that Baileys can be enjoyed all year round.”

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