2 baileys hazelnut campaign 360° baileys hazelnut internet advertising pr events sampling on-trade...

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Baileys Hazelnut campaign 360°

Baileys Hazelnut

Internet advertisin

g

PR

Events sampling

On-trade program Off-trade

activations, Baileys Day

Digital contest in

partnership with Grazia

Advertising in malls

Facebook page

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Welcome App> Countdown App before the

official release of the new Baileys flavor.

> The App played the role of a teaser, very suitable for the base of our campaign: introduction of a new flavor.

> During the countdown, there was a big number of positive comments on the wall by newly recruited fans, who just wanted to share their love for Baileys.

> In the App we had the opportunity to use for the first time the newly approved key visual.

> The application was not expensive and since it was very simple, just a countdown, there were not any bugs/problems to handle.

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Contest App> “My moments. My

Girlfriends” contest in two categories: for photos of special moments with girlfriends and for essays describing friendship between girls.

> Big reward in each category: Photosession of the winner with her friends in a selected Baileys outlet.

> Second reward in each category: perfume

> Advertising leads to Contest app.

> Photo section: about 200 entries.

> Essays section: about 30 essays

> Duration 1 month: 24 Oct – 28 Nov

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Contest App: visuals

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Photo session: winner in Sofia

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Photo session: winner in Montana

Grazia partnership> Contest is communicated in Grazia magazine:

> 1 page contest announcement & KV

> 1/3 page bonus PR: drink recipes with Baileys

> 2 pages PR: winners photosesssions & their comments on friendship

> Graziaonline wallpaper branding as a bonus

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Bonus PR: 1/3 page

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- A table tent communicating Baileys Hazelnut and Baileys Latte with Crème Brule flavor.

- Complement: Loacker chocolate served with Baileys. - Bonus for the outlet: Monin Crème Brule for adding flavor of the Latte.

On-trade program – type 1

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- A table tent communicating Baileys Hazelnut and Baileys Latte with Crème Brule flavor.

- Complement: Loacker chocolate served with Baileys. - Bonus for the outlet: Monin Crème Brule for adding flavor of the Latte.- Scratch cards given by the personnel – 50% win.- Two kind of gifts: bag holder and ladies' mirror.

On-trade program – type 2