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RAN IN: Argentina, Austria, Brazil, Canada, Chile, China, Colombia, Denmark, Dominican Republic, Mexico, Norway, Peru, Russia, Switzerland, United Kingdom, United States
CLIENT
Diageo
Jennifer English, AuthorBen Itty, Contributing Author Vicki Holgate, Contributing Author
Between 2008 and 2015, the decline of Baileys seemed unstoppable. Repositioning in premium adult treats immediately turned around the brand by opening up new occasions and turning latent love into delicious sales. The strategy transcends cultural boundaries with 23 countries activating the platform "Don't Mind if I Baileys".