Written by Léa Dib 3 min read · December 17, 2025
Diageo has shaken up duty-free and travel retail with Baileys Tiramisu Limited Edition. Collaborating with Diageo, KingofReach.com created a powerful marketing strategy and executed it flawlessly, ensuring a seamless shopping experience for buyers and customers.
About Baileys Tiramisu:
Baileys Tiramisu Limited Edition blends the creamy richness of Baileys Original Irish Cream with the classic flavors of tiramisu. This indulgent fusion features notes of mascarpone, espresso, and hints of chocolate, making it perfect for festive cocktails, dessert recipes, or simply over ice!
Diageo anticipated the global travel retail launch of Baileys Tiramisu and relied on KingofReach.com to execute a successful 360º plan. Marketing initiatives reached border stores, ferries, cruises, and airport shops across Europe, aiming to boost brand exposure and drive global sales. With dynamic B2B and B2C activities, the Baileys Tiramisu launch was extraordinary. Here's how we made it happen!
From B2B promotions...
The launch of Baileys Tiramisu by KingofReach.com in the B2B realm was all about sparking action through product discovery and customer engagement. Our approach incorporated multiple marketing campaigns tailored to the essence of Baileys Tiramisu, such as captivating digital ads, engaging social media content, an exciting innovation catalogue, and enticing newsletters. We utilised these touchpoints to inform and draw in potential buyers through their preferred medium across the board. Not only was Baileys Tiramisu launched online, but it was also supported by in-store activations.
Our 360° marketing strategy for Baileys Tiramisu combined digital campaigns, social media, and in-store activations to drive product discovery and customer engagement across all touchpoints.
...to customer activations
An important part of the launch was to ensure maximum brand exposure and product visibility once Baileys Tiramisu hit the shelves. Customers were indulged through in-store activations where they experienced the product firsthand, from digital advertisements, and product tastings to branded displays. By exposing customers to the delectable flavours of Baileys Tiramisu, our promotional team sent travellers on their way with a smile on their face and a bottle in their bag!
The results
The launch of Baileys Tiramisu resulted in increased interest and enthusiasm among buyers and shoppers. With tailored marketing campaigns and tactile activations, King of Reach effectively communicated the unique essence of Tiramisu, driving strong partnerships and securing prominent in-store placements. As a result, the product gained significant exposure within the industry and was met with a positive response, leading to high demand and conversion opportunities both online and offline.
In-store activations in duty-free and travel retail by King of Reach
