Baileys' sweet treat campaign
Diageo is launching a campaign for food-led pubs to encourage sales of Baileys after a meal.
The Sweet Spot campaign will run from September to the end of December.
Based on the insight that women often want a sweet treat after a meal that won't leave them feeling like they have over-indulged, the Baileys brand team is focusing on three serves that licensees can offer their customers: Baileys over ice, Baileys in coffee and Baileys scoop, which is a medium measure of Baileys poured over a single scoop of quality ice cream in a glass tumbler.
The company recommends 50ml of Baileys in a cup of strong black coffee; for Baileys scoop, 35ml of Baileys poured over a single scoop of quality chocolate or vanilla ice cream in a heavy-bottomed tumbler; and for Baileys over ice, 50ml of Baileys over three ice cubes in a heavy-bottomed tumbler.
Diageo is investing £7m in GB in an integrated marketing programme for Baileys.
Louise McKerrow, Baileys marketing manager, says: "We recognise that times are tough for many licensees, and that Christmas 2009 will be a crucial opportunity to increase profits. We really believe that Baileys can create incremental profit opportunities."
