The blitz is being accompanied by a £4 million media spend on the brand, a 30% increase on what Diageo spent last Christmas. The Listen to Your Lips campaign includes TV, print and outdoor advertising, experiential and relationship marketing, digital communications and PR.
The sampling activity will take place in supermarkets including Tesco, Asda, Sainsbury’s, Morrisons and Waitrose and will be backed by in-store media and recipe guides.
Point of sale items will also be available across all channels, Diageo said, including freestanding display units, pallet wraps, bunting, shelf barkers, wobblers and posters.
Global brand director Sharon Keith said: “Listen to Your Lips is a simple idea. We don’t need elaborate messages, we just need to remind people of the delicious taste of Baileys and trigger the desire for the brand that they already have.”