How Baileys reinvigorated the brand by moving into the wider world of treating

When Baileys wanted to breathe new life into what had become a tired brand, it looked to semiotics to unlock a new world of opportunity.

Baileys Irish Cream has been seen as an occasional treat since the early 1970s, but when indulgence took a hit as the global economy tanked in the late 2000s, so too did the sales-growth trajectory for Baileys.

The after-dinner Baileys occasion, particularly at Christmas, was just too small an opportunity, so to try to get the brand back on track, Diageo, the brand’s owners, developed the idea of being a “co-conspirator in pleasure”, which has pushed the brand towards new categories and required a rethinkof the channels used to go to market. That process has also seen it...

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