Baileys Chocolate Luxe (BCL) is a brand new liquor based on Belgian chocolate by Diageo. Since this is one of the most important product launches of the last six years for the liquor giant, we at Global Image were asked to help with promoting this unique new liquor to the press.
Being a multinational, Diageo chose for a pan-European launch approach where PR-agency’s had to follow a strict plan (supervised by the London office) where they had to influence the media via local campaigns. The whole pan-European campaign started of with an event in London (“Bar Chocolat”) where selected journalists from all the participating countries received embargoed information. Besides sending the traditional press releases, we also chose to personally deliver luxury bottles of BCL to the editorial boards where we also explained the product to them. The campaign will be concluded with a Belgian version of “Bar Chocolat” where this time the organisation and coordination was fully in our own hands.
Although Belgium was the only country within the pan-European launch for Baileys Chocolate Luxe that was fully focused on public relations - no publicity as support - Global Image was the top-performing partner with almost 100 clippings spread across a varying number of newspapers, magazines radio and television stations.
Numerous of articles in Dutch- French-language mainstream papers: Laatste Nieuws, Het Nieuwsblad, De Morgen, Le Soir, La Dernière Heure, Sudpresse, etc.
Multiple articles in trade journals such as Horeca Magazine, Confiserie & Chocolaterie, Store Check, Retail, etc.
We also generated television attention for BCL with mentioning in the RTBF prime time show ‘On n’est pas des pigeons’, TV Limburg and VTM news.