Baileys: Sisterhood campaign

This case study describes how Bailey's, the alcohol drink, targeted Chinese women by focussing on special female friendships and their importance to women.

Baileys: Sisterhood campaign

Suzzane Zhang

Campaign details

Brand owner: DiageoLead agency: BBH ChinaContributing agency: Nim DigitalBrand: BaileysCountry: ChinaIndustry Spirits, liqueursChannels used: Earned media, buzz, Events and experiential, Magazines - consumer, Online video , Outdoor, out-of-home, Packaging and design , Product sampling, Public relations, Social media , Television, Word of mouth, advocacyMedia budget: 10 - 20 million

Executive summary

This case study describes how Chinese women have gradually started to drink alcohol more often on social occasions and, as a result, competitor brands of wine, beer...

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