Campaign details
Brand: BaileysAdvertiser: DiageoEntrant: Mother and CaratPrincipal authors: Jack Carrington and Neasa McGuinness, Mother; Venya Wijegoonewardene, CaratContributing authors: Sheila Cunningham, Diageo; Andrew Deykin, Data2Decisions; Vicki Holgate, Diageo; Chantal da Fonseca, Kantar; Robin McGhee, Kantar; Mark Linford, VMLY&R; Philip Price, Carat; Katie Mackay-Sinclair, Mother
Introduction
This is the story of Baileys' revival from cultural irrelevance to a fresh and modern role in people's lives. It is a powerful commercial turnaround story from a brand in long-term sales decline, on the brink of de-prioritisation, to a jewel in the crown with astonishing...