Baileys

THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE •
THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE • THE PLAYFUL HOME OF INDULGENT PLEASURE •

Reinventing a much-loved brand

For years Baileys was known as the seasonal drink – the Christmas tipple. Despite its huge global customer-base, these were infrequent drinkers and growth was stagnant. Our job was to revitalize this much-loved brand. The challenge was to recruit a new generation of customer, using product innovation to open up new seasons and markets.

Our solution demanded a holistic approach. We worked with the brand and innovation teams to conceive and design numerous extensions, from non-dairy to reduced-fat, small formats and local flavors. At the heart of it was the repositioning of Baileys from liqueur to ultimate adult treat, ‘part cake, part booze’. We articulated a new brand purpose: ‘your co-conspirator in the pursuit of pleasure’.

For the design, this meant immersing the brand in a rich language of indulgence. Looking to the world of confectionary, baking, and all things scrumptious, we gained inspiration for a palette of color, typography, textures and illustrations that evoke ‘lick-the-screen-deliciousness’. We gave ourselves permission to play with flavor semiotics in creative ways, stepping away from liqueur aisle norms. The designs were original in the category and created a bold presence in store.

Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness •
Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness • Lick the screen deliciousness •

The look for each new product contributed to a shift in image for the whole brand. Each design was conceived as a ‘world’, with assets that united pack and point of sale. This meant coherency was key. Extensive guidelines were created to ensure all partners were on the same page, whether creating licensed products or point of sale materials.

The ‘part cake, part booze’ positioning was even brought to life in the physical space through Baileys Treat Bars in Duty Free environments, creating a 45% uplift in sales.

But the real battleground was in store. The new innovations depended on packaging working hard on shelf. Keeping the iconic bottle shape and logo, everything else was reinvented. We needed a radical look that would pop on shelf. In place of a label we used a high impact sleeve – a first in the category.

Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat •
Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat • Creating millions of triggers to treat •

Customers noticed. The result was to bring a younger 21yr+ shopper to Baileys. Freeing the franchise from its seasonal spike, the brand tapped into new occasions. In the UK, Strawberries & Cream sold more units than Pimms. And Nielson reported it as the most successful spirit launch in the market for two years. What’s more, those customers went on to try Bailey’s Original too.

Since Vault49 began partnering with the Baileys team, the brand has achieved sustained 7% YoY growth as the category leader. Once again it is the jewel in Diageo’s crown, engaging both consumers and the brand team alike.

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