Baileys: Cream with Spirit

This case study describes how Baileys, the cream-based alcoholic liqueur, engaged Chinese women with their brand.

Baileys: Cream with Spirit

Suzzane Zhang, Heather Alderson and Andy Edwards

Campaign details

Brand owner: DiageoAgencies: BBH China and BBH UKBrand: Baileys Irish CreamClient marketers: Garbhan O'Bric (DIAGEO UK) and Lavinia Tong (DIAGEO CHINA)Country: ChinaChannels used: Internet - general, Online video, Outdoor, out-of-home, Social media, TelevisionMedia 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...

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