Asembl Links Baileys and Sara Lee for Multi-Year Dessert Partnership

Brand extension agency, Asembl, has teamed up Diageo’s Baileys with Sara Lee for a multi-year partnership of desserts in Australia.

Linda Wellington, Marketing Manager, gin, liqueurs, and non-alc, Diageo said, "We are thrilled to collaborate with Sara Lee on the new deluxe range that can make entertaining easy at home during the festive season. The range brings together the distinctive flavors of Baileys and Sara Lee, two brands well known and extremely loved by Aussie households.”First to launch as part of the partnership are two desserts – Baileys Deluxe Baked Cheesecake and Baileys Deluxe Chocolate Pudding – which are both available in the chilled and freezer section of Coles stores across Australia."

Jo Matthews, Head, Marketing and Innovation, Sara Lee stated, “We are incredibly excited to bring together two iconic brands in Sara Lee and Baileys to celebrate this festive season. 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 flavor 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.” 

The Baileys Deluxe Baked Cheesecake serves up a Baileys Irish Cream-flavored baked cheesecake with a Baileys-flavored topping. Also available is a chocolate pudding topped with a sauce flavored with the taste of Baileys, the Baileys Deluxe Chocolate Pudding. 

Justin Watson, MD, Asembl added, “We are really pleased to have secured this multiyear partnership with Sara Lee on behalf of Diageo for Baileys. The Baileys Deluxe Baked Cheesecake and Baileys Deluxe Chocolate Pudding are the first of many game-changing desserts to launch and are truly loved at first bite. Both Baileys and Sara Lee are much-favored treats, so we invite you to indulge your tastebuds in this most delicious partnership.”