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...