Baileys Strawberries & Cream

Baileys, an alcohol brand, introduced its Strawberries & Cream variant to increase sales during summer in the UK by launching with bright pink packaging featuring strawberries and flowers to showcase it as the perfect summer treat.

Executive summary

Baileys has the largest number of customers of any spirit or liqueur in the world, but they drink it infrequently. Sales peak seasonally at Christmas, and competition from other categories and private label has been increasing. Baileys needed to fight back – to refresh the franchise and shake up the category. This loved brand needed to remind consumers to buy the brand all year round, and recruit a new generation of fans.

Baileys Strawberries & Cream launched in Spring 2018. In a stagnant liqueur market, it was instrumental in recruiting customers and driving growth. In a single year,...

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