Digital: Baileys to back web portal prize initiative

Diageo is launching a £1.5m digital ad and email drive to promote its Baileys liqueur in key European territories.

The campaign, through Agency Republic, ties in with the 'Baileys Million Moments of Pleasure' initiative. The activity is awarding prizes ranging from ice-cube trays and truffles to gourmet coffee machines to the first 1m consumers who visit the liqueur brand's pan-European website over the next eight weeks.

The digital push will aim to encourage consumers in the UK, Spain, Germany, Italy and Russia to participate.

As well as a range of product information and lifestyle content, the Baileys website also features a real-time ticker allowing visitors to see how many prizes remain to be claimed.

Diageo plans to support the initiative with extensive in-store and on-trade activity targeting 25- to 35-year-old consumers.

Earlier this year Agency Republic was handed the digital marketing task for Pimm's, cementing its place on Diageo's global roster. The agency also works on the company's Smirnoff vodka and Tanqueray gin accounts worldwide.

Diageo is backing its brands with a £25m promotional spend in the run-up to Christmas, with £6m dedicated to Baileys as distribution of its Mint Chocolate and Creme Caramel variants is extended to the on-trade.


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