How real chocolate awoken by the spirit of Baileys awoke the fortunes of Baileys
101 London
Executive summary
This is the story of how a brand extension can be used gainfully to revitalise its mother brand.
At a time when Baileys sales were stalling and brand metrics falling we looked to reignite the brand and attract a new audience by going beyond the category for inspiration to something deeply loved by our target group: chocolate.
By borrowing and leveraging the codes, semiotics (and consumers) of chocolate, we would launch a brand extension, Baileys Chocolat Luxe.
Imbued with premium qualities and...