The outline strategy employed to achieve the objectives:•A gifting solution that meets consumer/retailer requirements and delivers against the Baileys brand proposition.• Innovating the BWS sector to achieve cut through and top of mind awareness at Easter.Implementation of promotion:-•Quantity: 100,000 units•Retailed in Sainsbury’s, Tesco & Asda stores, nationwide• Pack included, 1 x 50cl bottle of Baileys and six belgian chocolate cups.•A self executing pack that took its cues from traditional confectionery packs.

•The Chocolate Cups pack delivered a ROS 7% higher than the equivalent naked SKU (50cl bottle) across two major grocery accounts. (ACNielsen 2005) •The pack has been so successful within the GB market that it is now being rolled out globally!• Chocolate Cups have also been launched within the On Trade in Christmas 2005