The new Baileys campaign includes four print ads

The new Baileys campaign includes four print ads

Diageo is to launch its biggest-ever global marketing campaign for its Baileys Original Irish Cream liqueur brand.

Starting in the UK on Sunday (7 October), the TV and print push will extend to all Baileys' markets, the company said today. It will target the brand's core female audience and introduce the tagline 'Cream With Spirit'.

Confirmed markets for the 60-second TV spot are UK, Italy, Germany, Sweden, Denmark, Finland, Hungary, Estonia, Czech Republic, Bulgaria, China, US, Canada, Costa Rica, Mexico, Puerto Rico, Colombia, Dominican Republic and Nigeria. Four print ads, see picture right, will accompany the campaign and are part of the drive to reinvent Baileys as a more stylish and aspirational brand, the company said.

A Diageo spokesperson declined to comment on total spend for the campaign. 

Last month, Diageo added the Orange Truffle extension to Baileys' 'Flavours' range.