Baileys’ campaign is focused on the concept of watch parties, a popular Eurovision tradition where people come together to enjoy the contest. The brand is encouraging people to enjoy Baileys treats at those parties and has partnered with bakers across Europe to make locally inspired creations, including a Ukrainian baker to make a version of a traditional honey cake with a Baileys twist.
The company also enlisted Conchita Wurst–the Austrian artist Tom Neuwirth who won Eurovision as a bearded diva in 2014–as brand ambassador. Conchita Wurst will be at the Liverpool Arena on May 13 to whip up some Baileys treats with contestants. So iconic is Wurst, she also appears in Booking.com’s campaign too.
Mondelez’ Cadbury Dairy Milk and Philadelphia Cheese will also feature the Eurovision Song Contest logo on their packaging with both hosting competitions to win tickets to the event.
“There are signs that things are changing,” added Daykin of the growing number of blue chip brand sponsorships. “Coincidentally both Mondelez and Diageo are companies where I had proposed a Eurovision partnership before but where it seemingly took a lot of persuading, and a change in fortunes, to finally make it happen.”
