Agency: JWT |
Baileys – Let your senses guide you
Winner: Sustained Success - Bronze
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): September 2003–December 2005
Start of Advertising/Communication Effort: September 2003
Base Period for Comparison: 2002
Since new advertising started in September 2003, Baileys, for its category, has seen outstanding growth:
Calendar Year 2003 (versus previous year): 7.9%
Calendar Year 2004 (versus previous year): 6.8%1
In 2005, we submitted a Cassies case that showed how we repositioned the brand, putting it in a broader social setting, and encouraging its use when relaxing with friends. This won a Silver Cassie (no Gold was...