Campaign details
Brand: Baileys GlobalAgency: Mother London
Summary:
Competing in a new category? Here's how it's really done.
This paper is all about the hard, messy, long-term reality of shifting a brand from one category to another.
It's common practice for strategists to talk about competing in a new category. What's rarer is a true category shift that's not about changing the advertising but wholesale transformation.
The Baileys story shows instead how strategy can travel to the very heart of a business, transforming not only communications but the whole value chain, from retail experience to...