Baileys isn't just about the serve ...

19 September, 2008

Diageo is changing

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


remind people

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.

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