Dare wins double brief from Diageo

By Anne Cassidy, campaignlive.co.uk, Thursday, 07 July 2011 11:00AM

Diageo has appointed Dare to handle UK digital advertising on its Baileys brand alongside a second brief to work on the UK advertising for its premixed spirits in cans.

Baileys: Dare win

Baileys: Dare win

The agency won both accounts following pitches. On the Baileys pitch, Dare beat the incumbent, Chemistry, and Kitcatt Nohr Digitas to win the business.

Chemistry, which started work with Baileys in 2003, landed the global digital advertising account last July. It will continue with its global duties on Baileys including management of Baileys.com and its social media strategy.

Dare's work on the premixed range will support products such as Gordon's Gin & Schweppes Tonic and Pimm's & Lemonade in 25cl cans. Diageo expanded the range with the introduction of Smirnoff Vodka & Diet Cola in March this year.

Diageo is also in the final stages of a pitch for its cocktails range featuring Smirnoff Mojito, Jose Cuervo Margarita and J&B Manhattan.

This article was first published on campaignlive.co.uk

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