The promotion was developed over the course of 12 weeks from concept presentation to project implementation in reaction to on trade needs and resource.

We were responsible for strategy, idea, creation and delivery of all elements TTL, included sourcing, briefing, and managing architects/engineers/licensing specialists; the creation of core signature drinks and a communications platform implemented in the trade.Originally lower level supporting activity was scheduled to take place across a range of on trade accounts but limited sales force resource and a renewed focus on the “exclusivity” of the proposition meant all activity was centered round the Baileys bar

Program was live in 3 cities across Italy, exceeding expectations, enabling brand to gain access into key lifestyle and daily press outside of its profile.Diageo controlled consumer research scored Bailissimo 4.41 [on 5 point scale]; 68% of consumers committed to future consumption, with each city showing increase in trade sales.

13,060 Consumer attendances, 70% above target21,717 Baileys drinks consumed over 39 evenings14,114 Unique registrations to www.bailissimo.com126 Dedicated press items returning €530K media value 370 Trade outlets used for ROS/POS promotions220 Bartenders trained on new drink profiles140 Sampling events across Naples key accounts (reaching 14,000)