Brand extension agency Asembl has teamed up Diageo’s Baileys with Sara Lee for a multi-year partnership of Baileys flavoured desserts.
The first to launch are Baileys Deluxe Baked Cheesecake and Baileys Deluxe Chocolate Pudding, both available in the chilled and freezer section of Coles stores.
Diageo marketing manager Gin, Liqueurs & Non-Alc, Linda Wellington, said they were thrilled to collaborate with Sara Lee on a deluxe range.
“It brings together the distinctive flavours of Baileys and Sara Lee, two brands well known and extremely loved by Aussie households,” Wellington said.
Sara Lee head of marketing and innovation Jo Matthews said the range was perfect for entertaining this festive season.
“Baileys is incredibly popular at this time of year, so it is the perfect opportunity to bring our Sara Lee baking expertise and heritage and pair it with the indulgent flavour of Baileys to create two fantastic desserts, a Baked Cheesecake and Chocolate Pudding inspired by Baileys. They are perfect to share with friends and family, or unexpected guests throughout the festive season,” Matthews said.
Asembl managing director Justin Watson said the two products were the first of many “game changing” desserts to come.
“We are really pleased to have secured this multi-year partnership with Sara Lee on behalf of Diageo for Baileys,” Watson said.
