By Allison Watkinson
The brand extension agency, Asembl has signed a multi-year partnership between Diageo’s Baileys brand and Sara Lee for a licensed dessert collection.
Asembl is a strategic and research-driven brand extension agency that works with global brand owners to bring new licensed products and services to market. Asembl is part of the Merchantwise Group and is headquartered in Melbourne, Australia.
“We are really pleased to have secured this multi-year partnership with Sara Lee on behalf of Diageo for Baileys,” said Justin Watson, Asembl’s Managing Director. “The Baileys Deluxe Baked Cheesecake and Baileys Deluxe Chocolate Pudding are the first of many game-changing desserts to launch and are truly love at first bite.
“Both Baileys and Sara Lee are much favoured treats, so we invite you to indulge your tastebuds in this most delicious partnership.”
Diageo is a multinational company that produces and distributes branded alcoholic beverages. The company represents brands such as Johnnie Walker, Bundaberg Rum, Smirnoff, Tanqueray gin, Captain Morgan, Baileys and more. Diageo products are currently sold in more than 180 countries around the world. Diageo’s Bailey’s brand is an Irish Cream liqueur that is available in a wide range of flavors.
“We are thrilled to collaborate with Sara Lee on the new deluxe range that can make entertaining easy at home during the festive season,” said Diageo Marketing Manager Linda Wellington. “The range brings together the distinctive flavours of Baileys and Sara Lee, two brands well known and extremely loved by Aussie households.”
Sara Lee is an Australian producer of frozen dessert products. Established in Lisarow NSW in 1971, Sara Lee employs bakers and pastry chefs to create desserts using traditional baker’s flour, real eggs and fresh cream.
“We are incredibly excited to bring together two iconic brands in Sara Lee and Baileys to celebrate this festive season,” said Jo Matthews, Head of Marketing and Innovation at Sara Lee.
“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.”
Baileys Deluxe Baked Cheesecake and Baileys Deluxe Chocolate Pudding are both available for purchase in the chilled and freezer sections of Coles stores across Australia.