Aiken was tasked by the commercial team at Diageo Northern Ireland to develop a high impact campaign to support and launch the new Bailey’s Chocolat Luxe in Northern Ireland in order to create noise about the new product as part of the Bailey’s portfolio.
Strategy and Tactics (including innovation and creativity)
Piggybacking National Chocolate Week Aiken developed a campaign to launch Bailey’s Chocolat Luxe to the NI consumer focusing on females and key influencers.
The campaign had a number of elements including:
Consumer Sampling: The Baileys Chocolat Luxe (BCL) pop up boutique was placed on the lower ground concourse of Victoria Square in a prime location throughout Chocolate Week.
Partnership with Tesco
Diageo Northern Ireland partnered with Tesco to offer consumers additional club card points when they purchased a bottle of Baileys Chocolat Luxe. Specially designed cards were developed and placed at the boutique and promotional staff were briefed to encourage consumers to try a sample and then take one of the cards to use at their local Tesco.
Media cultivation through press release, pic, features, competitions and driving the conversation across social media including key NI female bloggers
To launch BCL Aiken organised an event for media and VIP stakeholders at the pop up bar.
Aiken seeded key messages with the media and influencers ahead of the event to build anticipation with tweets and posts regarding the launch of the new product
A major draw for the event was securing Anthony Wilson, Creator of Baileys Chocolat Luxe who gave guests an insight into the latest innovation in drinks alchemy which had been three years in the making.
To add legs to the campaign Aiken secured sampling events which ran through December including the Business Eye Awards, Women in Business Awards, HOF Christmas launch night – all of which provided exposure of Baileys Chocolat Luxe to key target audiences.
Bottles of exclusive edible gold leaf BCL bottles were sent to select journalists across print, broadcast and online and key influencers accompanied by BCL supporting collateral Food and fashion bloggers tweeted about the new product and retweeted Aiken tweets
The campaign was extremely cost effective and succeeded in targeting consumers and key stakeholders directly through sampling at Victoria Square and a high profile media engagement campaign.
