In an effort to promote the two new flavors of Baileys Irish Cream, Caramel and Mint Chocolate, Diageo is launching the Baileys Drinkable Desserts contest.
Diageo is looking to shift the perception of dessert from thick, rich foods to liquors like Baileys, capitalizing on the trend of dessert martinis at many restaurant and bars, according to Melissa Woodbury, senior director of PR for Diageo.
Idea: Bailey is soliciting desert drink recipes, with the contest winner getting featured in an advertorial in the April 2007 edition of Gourmet. Woodbury said the contest is intended to help people learn how to integrate a dessert cocktail in their home meals. "We want people to try it through the holidays," she added.
Tools: The contest is rolling out in two phases. The first directs people to www.drinkabledesserts.com - through online ads and media placements - to submit recipes for the contest. Alan Taylor Communications (ATC) is targeting the food sections of magazines and newspapers. ATC worked with Jennifer Day, spokesperson at Gourmet's Cooking Arts Center, to create an ANR and an SMT that focuses on incorporating Baileys into the Thanksgiving tradition. The contest's second phase will be a push to have the recipes featured in print and on drink menus at restaurants. Consumers will then have a chance to vote on recipes. Those favorites will be judged by food critics and mixologists to pick a winner.
Measurement: Diageo is tracking entries and voting for the contest on the Web site. "We're looking to see some recipes show up on drink menus at restaurants [across] the US," said Woodbury.
Campaign: Baileys Drinkable Desserts Challenge
PR team: Alan Taylor Communications
Other marketing: Print and online advertising
Launch: November 6, 2006