How real chocolate awoken by the spirit of Baileys awoke the fortunes of Baileys

This case study describes how Baileys, the alcohol brand, used a brand extension - luxury chocolates - to reinvigorate the brand.

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...

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