2. 2 Baileys Hazelnut campaign 360° Baileys Hazelnut Internet advertising PR Events sampling On-trade program Off-trade activations, Baileys Day Digital contest in partnership with Grazia Advertising in malls Facebook page

3. 3 Welcome App > Countdown App before the official release of the new Baileys flavor. > The App played the role of a teaser, very suitable for the base of our campaign: introduction of a new flavor. > During the countdown, there was a big number of positive comments on the wall by newly recruited fans, who just wanted to share their love for Baileys. > In the App we had the opportunity to use for the first time the newly approved key visual. > The application was not expensive and since it was very simple, just a countdown, there were not any bugs/problems to handle.

4. 4 Contest App > “My moments. My Girlfriends” contest in two categories: for photos of special moments with girlfriends and for essays describing friendship between girls. > Big reward in each category: Photosession of the winner with her friends in a selected Baileys outlet. > Second reward in each category: perfume > Advertising leads to Contest app. > Photo section: about 200 entries. > Essays section: about 30 essays > Duration 1 month: 24 Oct – 28 Nov

5. 5 Contest App: visuals

6. 6 Photo session: winner in Sofia

7. 7 Photo session: winner in Montana

8. Grazia partnership > Contest is communicated in Grazia magazine: > 1 page contest announcement & KV > 1/3 page bonus PR: drink recipes with Baileys > 2 pages PR: winners photosesssions & their comments on friendship > Graziaonline wallpaper branding as a bonus 8 Bonus PR: 1/3 page

9. 9

10. 10 - A table tent communicating Baileys Hazelnut and Baileys Latte with Crème Brule flavor. - Complement: Loacker chocolate served with Baileys. - Bonus for the outlet: Monin Crème Brule for adding flavor of the Latte. On-trade program – type 1

11. 11 - A table tent communicating Baileys Hazelnut and Baileys Latte with Crème Brule flavor. - Complement: Loacker chocolate served with Baileys. - Bonus for the outlet: Monin Crème Brule for adding flavor of the Latte. - Scratch cards given by the personnel – 50% win. - Two kind of gifts: bag holder and ladies' mirror. On-trade program – type 2