To increase the appeal of Irish cream liqueur brand Baileys among female drinkers in Hong Kong, Weber Shandwick Hong Kong worked with the brand to launch its new hazelnut flavour.
Baileys, part of the Moet Hennesy Diageo stable of brands, launched the new flavour last January but it was previously only available regionally in duty-free stores. Hong Kong became the first market in the region to sell the new product.
Weber Shandwick Hong Kong, which has worked with Baileys for two years, helped launch the new flavour by setting up a week-long pop-up store in Lab Concept, a trendy shopping destination in the city’s Admiralty district. The idea was that with its wide range of fashion and cosmetics stores, Lab Concept would be a better venue for an experiential tasting than conventional departments stores and supermarkets.
The agency invited select members of the media to the event, as well as Baileys VIPs from the brand’s list of over 18,000 Facebook friends. It also invited lifestyle TV host Desmond So to talk about etiquette and blogger Faye Tsui to talk about fashion and styling.
The pop-up store was a huge success, with more than 20,000 consumers tasting the new flavour, more than doubling pre-campaign KPIs of 8,000.