Baileys launches Christmas pop-up roadshow

TRO is to deliver a series of activations for Diageo-owned alcoholic drink Baileys, including a UK roadshow of pop-up shops in the lead up to Christmas, which kicks off today (19 November).

TRO is to deliver Baileys Christmas pop-up roadshow
TRO is to deliver Baileys Christmas pop-up roadshow

Baileys Christmas retail campaign will start at Birmingham's Bullring shopping centre where shoppers will be served samples of Baileys Original Irish Cream and the latest addition to the range, Baileys Chocolat Luxe, from a luxurious pop-up shop.

Christmas shoppers will be able to purchase bottles of Baileys and will benefit from a gift-wrapping service. Visitors will also be given miniature recipe cards.

The objectives of the campaign are to drive awareness of Baileys across a target audience of 25-35 year olds, especially in the lead up to Christmas when the drink is particularly popular.

As part of the tour, the Baileys pop-up shop will visit Manchester’s Trafford Centre, Glasgow’s Silverburn and Leeds Trinity, before it finishes at London’s Bluewater on 21 December.

TRO will run a second activation on 20-23 November at the Taste of Winter food festival at Tobacco Dock, where samples will be served from a Baileys-branded bicycle.

The agency will also deliver an internal event at Diageo's headquarters to celebrate Baileys’ 40th birthday. The branded bicycle will be serving employees and invited guests samples throughout the evening. The party will include Baileys cupcakes, big branded balloons and goody bags of gift-wrapped Baileys.

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