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Baileys
From A Forgotten Icon To A Global Treat

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, Author
Ben Itty, Contributing Author
Vicki Holgate, Contributing Author

AGENCY
Mother London *Lead Agency

Jack Carrington, Author
Neasa McGuinness, Author


Kantar Millward Brown

Chantal Da Fonseca, Contributing Author


Carat

Philip Price, Contributing Author


Data2Decisions

Andrew Deykin, Contributing Author


SUMMARY

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".

CASE STUDY

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CASE VIDEO


Type: Business to Consumer

Language: English