Agency moves licensing programmes for Baileys and Guinness into new categories.
Busy Beanstalk has been continuing to grow the licensing programmes for Diageo brands, Baileys and Guinness, across the US, Europe and Australia.
In addition to a wide array of lifestyle and gift extensions, both brands have been licensed into several food related categories.
Baileys has been enjoyed success in categories including ice cream, chocolate and coffee creamers. Deals have been struck with Unilever for Baileys Magnum ice cream and General Mills for Baileys Häagen-Dazs ice cream for example.
In Europe, Baileys has teamed with dairy producer Arla to create two new products – Pouring Cream and Extra Thick Cream. Launches were supported by an extensive promotional campaign, including in-store sampling events throughout 51 locations in the UK.
Meanwhile, the Guinness programme has been extended into both sweet and savoury products including confectionery, sweets, nuts and meat products.
Particular success has been enjoyed by Holland’s Guinness premium pies, which sold out at major grocers throughout the UK including Tesco, Sainsbury’s and Morrisons.
A further UK retail roll out of Guinness Sauce is planned for late 2016 – it is currently distributed as a table top condiment at 36 O’Neill’s pubs and major Irish grocery stores such as Spar & Centra, Supervalu and Dunnes.
Beanstalk is now eyeing up further categories for both brands. These include meats and cheeses for Guinness and desserts for Baileys.
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