How Bailey's used 'place' to win back consumers

This event report relates how drinks brand Bailey's set about realigning itself with its core female market after it realised it had lost its way and become "the bellwether of naffness".

How Bailey's used 'place' to win back consumers

Matthew Carlton

Garbhan O'Bric, global brand director for Bailey's at Diageo, admitted to attendees at Media 360 that the spirits brand had badly lost its way a few years ago.

The tipping point, he claimed, was when the brand's Mint flavour was being comically discussed by characters Bryn and Gwen in an episode of Gavin & Stacey, a popular BBC sitcom.

This was the "the bellwether of naffness" he conceded, further stating that the brand had "drifted to what we euphemistically call the 'Willy Wonka' market – it was a...

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