Diageo unveils marketing activities for Baileys

Diageo Great Britain (GB) has announced that Baileys, the world’s biggest cream liqueur brand, will sponsor the new series of the popular TV show, Desperate Housewives. The sponsorship will run from the first episode on January 27 until June 2010 across Channel 4 and E4.

Baileys idents will be shown before and after the ad breaks during Desperate Housewives throughout the 23 episode season.

As well as the sponsorship of Desperate Housewives, Diageo GB is investing £1million on an integrated marketing campaign for Baileys, to help drive awareness and relevance of the brand in the lead up to key spring occasions including Valentine’s Day, Mother’s Day and Easter.

Spring is a proven driver of sales growth for the brand. Last year, Baileys was the number one spirit in household penetration, worth £14million in retail sales value.

New TV advertisements will launch on March 8 and will run until Easter weekend. Point of Sale items will also be available across all channels.

The Desperate Housewives sponsorship was negotiated by Carat sponsorship and Channel 4.

About Diageo Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. Visit www.drinkaware.co.uk <http://www.drinkaware.co.uk/> and Diageo’s own global resource www.DRINKiQ.com <http://www.drinkiq.com/> for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.

1 January 2010 - Felicity Murray