Baileys backs Desperate Housewives

26 January, 2010

Baileys is to sponsor the new series of Desperate Housewives on Channel 4 and E4 from January 27.

Idents for the Diageo cream liqueur brand will appear throughout the 23-episide series which runs until June.

Diageo is also spending £1 million on a marketing campaign to drive awareness and sales of the brand in the run-up to major events in the first part of the year, including Valentine’s Day, Mother’s Day and Easter.

New TV ads featuring a perfect Baileys serve will appear from March 8 and run until Easter weekend.

POS will be available across all channels.

Brand manager Violeta Andreeva said: “The TV ads and POS kits, combined with the sponsorship, means that Baileys will have increased awareness and visibility in the spring, helping retailers drive sales during this key time of the year for the brand.”

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