Instant Win
Baileys – Win a Chilled Lifestyle
- Product
- Baileys
- Promotion
- Win A Chilled Lifestyle
- Promoter
- Diageo / Triangle
- Promotion Period
- Oct 2005 – June 2006
Baileys Irish Cream liqueur is known as a quintessential Christmas drink. So how do you take a brand strongly associated with Christmas and extend it into a product that can be enjoyed all year round? The makers of Baileys used their brand’s captive Christmas audience to promote the fact that Baileys can be enjoyed in relaxed settings and on more frequent occasions than it is traditionally associated with.
They launched a through-the-line campaign including a new ATL TV and cinema advertising campaign plus an on-pack instant win offer to encourage consumers to open their bottle of Baileys earlier in the build-up to the festive season.
Umbrella was able to ensure this on-pack offer would stand out from the hundreds of other on-pack offers. By looking at different redemption rates scenarios and providing insurance cover for any over-redemption, their creative agency were able to go to town and produce plenty of on-pack theatre along with a big eye-catching headline of an £100k cash main prize – and there’s nothing more eye-catching to a consumer than cash. They also included a £5 off your next purchase of Baileys Irish Cream Liqueur with the aim of driving additional purchase outside the Christmas period.
Umbrella were able to provide advice as the campaign evolved. As Kathryn Clement, Board Director at Triangle explains “Umbrella became a key member of the Diageo/Triangle team – adding value to the process”. The result was an under-cap instant win offer, inviting consumers to ‘Win a Chilled Lifestyle’. The success of this campaign was inevitable, as it really did use all the crucial elements for a great sales promotion.
