Diageo’s Baileys Original Irish Cream brand has taken title sponsorship of R&B artist John Legend’s upcoming tour which kicks off in Atlantic City on Friday. The brand is activating on site with the Get Together Lounge where consumers can sample the product pre-show. The brand will pour Baileys “Legend” Martinis made with the liqueur.
“His music is smooth and sophisticated and unique which is very similar to the tone of what the brand is all about ” Alefiyah Merchant Baileys brand manager told Buzz.
As part of the sponsorship consumers can enter for a chance to win a private performance by the artists; Baileys is promoting with a new microsite that also offers the recipe for the Legend martini on the site and other Legend-related content. Agency: U.S. Concepts New York City.
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