the way it advertises Baileys in an effort to make the brand
more attractive to female consumers.
The spirits giant is rolling out a
£6.5 million marketing campaign called Listen To Your Lips, designed to "make the brand more relevant and contemporary, and inspire women to
lead a more sensory life".
The push marks a
change of direction , with previous advertising focusing on different ways to serve Baileys.
Marketing director Olga Garcia-Martinez said: "We're
talking more about the product itself. W e want
how delicious Baileys is , irrespective of the serve."
She added that 81% of Bailey s drinkers are female.
The marketing campaign will include TV, outdoor and print ads, and in-store sampling targeting over 500,000 consumers. Baileys flavours will also get a boost this Christmas, with a £500,000 TV spend in December.
The range currently consists of two variants - Baileys with a hint of Créme Caramel and Baileys with a hint of Mint Chocolate - but Garcia-Martinez would not rule out introducing more flavours in the future.
"Coffee is currently being tested in duty-free - it's going well and it's on track. We are looking at opportunities
in GB," she said.