Baileys’ marketing campaign is concentrated on the idea of watch events, a preferred Eurovision custom the place individuals come collectively to benefit from the contest. The model is encouraging individuals to get pleasure from Baileys treats at these events and has partnered with bakers throughout Europe to make regionally impressed creations, together with a Ukrainian baker to make a model of a conventional honey cake with a Baileys twist. 

The corporate additionally enlisted Conchita Wurst–the Austrian artist Tom Neuwirth who gained Eurovision as a bearded diva in 2014–as model ambassador. Conchita Wurst can be on the Liverpool Enviornment on Could 13 to whip up some Baileys treats with contestants. So iconic is Wurst, she additionally seems in Reserving.com’s marketing campaign too.

Mondelez’ Cadbury Dairy Milk and Philadelphia Cheese may even characteristic the Eurovision Track Contest brand on their packaging with each internet hosting competitions to win tickets to the occasion.

“There are indicators that issues are altering,” added Daykin of the rising variety of blue chip model sponsorships. “Coincidentally each Mondelez and Diageo are corporations the place I had proposed a Eurovision partnership earlier than however the place it seemingly took a variety of persuading, and a change in fortunes, to lastly make it occur.”