Baileys
HOYTS LUX Partnership
The objective.
With the launch of their new Baileys Minis ready-to-drink range, Baileys approached us with the objective of driving trial and positioning the new treat-sized serves as an easy, indulgent way to enjoy the brand.
How we rose to the challenge.
We positioned Baileys Minis at the heart of the HOYTS LUX experience, creating a natural product trial opportunity where adult moviegoers could discover the new ready-to-drink range in a premium setting aligned with the brand's indulgent positioning.
On-screen activity
A 15-second advertisement and logo placement within the HOYTS LUX ident reel ran during the pre-show of every HOYTS LUX session throughout the campaign period, while digital foyer screens captured audience attention from arrival.
Sampling
Product sampling took place across five HOYTS LUX locations nationally, with Baileys Minis offered to guests at the bar.
Digital amplification
The campaign was extended across HOYTS' owned website, ensuring the Baileys brand was present at every stage of the consumer journey.
“Baileys has always been about creating moments of indulgence, so partnering with HOYTS LUX through Val Morgan Cinema felt like the perfect fit. It gave consumers the chance to discover Baileys Minis in an environment where treating yourself already feels part of the occasion.”
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