The new flavours, Chocolate and Crème Caramel, are initially available through duty-free stores in Singapore and the Philippines. “Consumers in these markets have already acquired a taste for Baileys and appreciate its fine flavour,” said David Gates, category director, white spirits, liqueurs and beer, Diageo Asia-Pacific.
The campaign, called ‘What’s your Baileys flavour?’ is based on Diageo-conducted research that links taste preferences to certain personality types. OgilvyOne developed an online personality quiz, targeting women aged between 25 to 35. The questions cover topics often discussed among girl friends, such as favourite shoes or beauty secrets.
Meanwhile, Grayling has been charged with promoting the drink to the trade and media. According to Gates, the two flavours launched in Europe, the US and Australia earlier this year. In Asia-Pacific, sales of the original Baileys Irish Cream have grown by double-digits over the last three years. Growth was especially strong in Singapore and the Philippines.
“Our experience from other markets has shown that the launch of the two new flavours has always added fresh life to the original Baileys,” he said. “We are constantly finding opportunities to demonstrate the deliciousness of Baileys, and how it is best shared and enjoyed with friends.”
