Agency: Burkitt Weinreich Bryant & Clients | Author: 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...