Baileys Chocolat Luxe, a new product from Diageo, combining Irish whisky, cream and real Belgian chocolate – an industry first. An exciting innovation from Diageo, Baileys Chocolat Luxe was launched with a £10m Integrated campaign. Collaborating with ATL and brand world agencies; sampling, shopper, on-trade and luxury executions were developed for this exciting spirit launch.

Working as a creative team, our role was to tell the story of this exciting new product in various point of purchase environments including; supermarkets, convenience stores, wholesale environments, sampling stations and bars. A shopper marketing job unlike anything I’d worked on before, high end materials and finishes including matt black with gold foil trims, pearlescent blue accents and golden scallop shells were used to create pieces more at home on a stage than in a supermarket. In-store theatre was created through the use of eye-catching, dramatic displays and even the wholesale units had premium finishes applied. This was a vast project – creating a toolkit to be shared globally for the product’s launch, with every detail considered; shopper, luxury, on-trade, off-trade, sampling stations, gift wrapping, incentives and even sampling staff uniforms.

AGENCY: WARL