Designed to change consumers' perceptions about when cream liqueurs can be enjoyed and to increase sales outside the peak Christmas period, Diageo is rolling out a series of print ads in the national press.
The ads will feature ice cubes that have been moulded to represent a different spring event, such as hearts for Valentine's Day, flowers for Mother's Day, eggs for Easter and shamrocks for St Patrick's Day.
Senior brand manager Rob Ward said: "Baileys has long been associated with winter and particularly Christmas. Whil e these occasions remain extremely important for the brand, there are millions of consumers who enjoy Baileys outside of Christmas . Easter is also a significant opportunity to boost awareness and sales of Baileys throughout the rest of the year.
"The upweighted spring campaign and gifting offer will extend the seasonality."
Sampling activity for Baileys flavours will be carried out in the multiple grocers over the next few months and is expected to reach 130,000 consumers.
Over Easter, Baileys Chocolate Cups gift packs will also be available in the off-trade. Containing a 20cl bottle of Baileys Original and four Belgian milk chocolate cups, it will retail for £4.99.
"The spring campaign and gifting offer will extend the seasonality of Baileys and boost sales," Ward added.
Nielsen figures to Jan 27 show Baileys sales are up by 10 per cent to £80 million.