Special Group took over Lion’s suite of Diageo products after it won a competitive pitch in June last year. But a decision to use more global creative for its Smirnoff brand means the local boys have been cut out the action for the time being.
Ah, Baileys, hiding there in the depths of the booze cabinet, next to the port that’s been open for 20 years, the half-finished cheap whisky that your dodgy uncle brought round for that ill-fated family barbecue and the watered down bottle of vodka your teenagers got stuck into for their after-ball. The problem with this all-too-common alcohol scenario is that Baileys is best served chilled, so, to encourage people to put it in the fridge, it has launched a new on-pack promotion where a code on the sticker is revealed once the bottle has been suitably chilled.