Persuading Young People to Drink Bailey's with Ice

Mia Reynolds

Describes how Baileys, in a declining market sector, was transformed into a new drink: Baileys with ice.
Agency: Burkitt Weinreich Bryant & ClientsAuthor: Mia Reynolds

Persuading Young People to Drink Bailey's with Ice

INTRODUCTION

In this paper we will show how the 'Iceman' advertising campaign developed by Burkitt Weinreich Bryant created a new brand franchise for IDV's Baileys Original Irish Cream.

We will prove that advertising was principally responsible for increasing Bailey's sales in a declining sector. It did this by introducing the brand to new, younger users. This in turn strengthened the brand in pubs and clubs the profitable on-trade. In one year only, the advertising has already more than paid for...

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