Baileys campaign begins in Muskoka
By Adnews Staff
Diageo has begun a test of a new advertising campaign for its Baileys brand in the Muskoka region of Ontario. If the test is successful, the campaign will be used internationally. The promotion makes use of a specially-created drink called the Baileys Shiver, which consists of blended Baileys and ice. This drink is being used in a sampling program conducted through various LCBO locations. The in-store displays include Apple IPods, recipe cards and bottle neck tags. The creative is aimed at the region’s summer cottage population. The promotion was created by Traffik Group of Toronto. “Our goal was to build a consumer experience that was repeatable, simple, and delicious,” said Mark Ferrier, president of Traffik. “Creating a cocktail with ice enabled us to extend a Baileys experience in the summer, with branded bags of ice cubes delivering the Baileys Shiver method and the message together.”