Baileys Real Treats: Unlocking mental associations to enter a new category

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

Synopsis

The brief

Think of Baileys Irish Cream, and it may conjure up images of Christmas, perhaps of older relatives enjoying a glass or two after dinner.

The global Baileys team at Diageo wanted to leverage the value of this iconic brand by taking it beyond the niche sector of cream liqueurs and breaking into the broader category of 'Real Treats'. These are products to be savoured, triggered by a want, not a need. They include premium ice cream and cakes, chilled desserts, and fancy chocolates – as distinct from regular treats such as chocolate biscuits or Mr Kipling fondant...

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