Bailey’s Debuts New Flavors with Ads and a Contest
Bailey’s Irish Cream is out with a contest to see who can use its newest flavors to come up with some delicious drinkable dessert recipes.
Contestants ranging from everyday people to professional bartenders are invited to submit recipes to DrinkableDesserts.com through Dec. 15. The site offers tips on how to get started with suggested ingredients and garnishes that can be mixed with either Baileys Original Irish Cream or one of its two new flavors: Baileys Original Irish Cream with a hit of Mint Chocolate and Baileys Original Irish Cream with a hint of Caramel.
The recipes will be featured at the site on Dec. 18 where visitors can vote for their favorite through Jan. 21. Once the votes have been tallied, the top five in both the amateur and professional categories will be judged by representatives from The Gourmet Cooking Arts Center, the brand and “mixology experts.”
The grand-prize winners will have their recipes, images, names and hometowns featured in a Baileys ad in the April 2007 issue of Gourmet magazine. The top amateur also gets a trip for two to New York City for a private cooking class in the Arts Center with Chef de Cuisine Jennifer Day. The approximate value of the prizes is $7,500.
Print ads in the December issue of Gourmet magazine and online media buys at Epicurious, DailyCandy, CondéNet, Glamour and Evite support the Bailey’s Drinkable Dessert Challenge.
Bailey’s two new flavors are being advertised with print ads in USA Today, Wine Spectator and Market Watch. TV spots debuted in October on cable networks including E!, Bravo, A&E, FX and Comedy Central. Out-of-home channels began in November in nine markets including New York, Chicago and Los Angeles.
