Baileys: Cream with Spirit

Suzzane Zhang, Heather Alderson and Andy Edwards

Campaign details

Brand owner: Diageo
Agencies: BBH China and BBH UK
Brand: Baileys Irish Cream
Client marketers: Garbhan O'Bric (DIAGEO UK) and Lavinia Tong (DIAGEO CHINA)
Country: China
Channels used: Internet - general, Online video, Outdoor, out-of-home, Social media, Television
Media budget: 1 - 3 million

Executive summary

Drinking alcohol is still a social taboo for women in China. With the influence of western culture and new lifestyles, women are starting to engage in social drinking, but they are still a bit reticent – they want to be seen as soft and sweet as well and worry that drinking in public sends out negative signals. This is a challenge for an alcohol brand targeting women.