Baileys: From forgotten icon to global treat

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

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


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...

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