Bailey's to get £6.5m cash injection from Diageo

The ad campaign breaks in November and includes print, poster, TV and online advertising. Diageo GB is upping the spend on the brand, which is said to be bought by one in ten households over Christmas, by 30% compared to the last festive season.

Sampling by consumers will play a crucial role in brand activity with around 500,000 people expected to try Baileys and its two flavour variants, Mint Chocolate and Caramel, in the leading supermarkets.

Around 750,000 gift packs will be available this Christmas, with 13 different variants. Point of sale, such as free-standing units, pallet wraps, bunting, shelf barkers, wobblers and posters, will be available across all retail channels.

Baileys returned to growth last Christmas after Diageo GB introduced a single-bottle price policy across it leading brands, rather than the multibuy offers used at Christmas 2006.

Olga Garcia-Martinez, marketing director for Baileys, said there were some out-of-stock problems last year and the brand was price discounted in some outlets. The average one-litre price last Christmas for Baileys was £13, although Asda did have the brand on sale for a couple of days at the knock-down price of £8.