Make Baileys a more frequently consumed drink outside of the Christmas period to which it has become commonly associated with.
The Behaviour Challenge
For Baileys to become the co-conspirator in unapologetic little moments of pleasure.
The Game Plan
Baileys is a magical liquid – part cake, part booze, pure pleasure. We set out to re-frame Baileys as an impulse treat.
The Pivotal Experience Platform
The “Sweet Finish” occasion. When balancing life’s pressures with life’s pleasures, there are moments when you want something a little more indulgent.
The Pivotal Experience
Introduce Baileys as an ingredient, inspiring impulsive and playful twists to dessert and coffee experiences on occasions when women are open to enjoying a real indulgent treat.
The activity delivered category growth of +1.3% YoY in Europe, the highest growth for Baileys in a decade. With over 1,500 off-shelf displays, 50% higher than the objective, and an inspiring range of additional SKU launches, we delivered the best ever year of growth for the brand – making Baileys the number one adult treat.