Baileys: A radical brand turnaround story with extra sprinkles

Baileys, a brand of cream liqueur, repositioned itself into the world of 'real adult treats' and reversed downwards trending sales.

Campaign details

Brand: Baileys Advertiser: Diageo Agency: Mother; Carat

Introduction

This is a story about the one of the world's most-loved spirits brands, Baileys, and its transformation from dusty liqueur to delicious treat.

It's the tale of Bail (the third biggest brand in GB behind Guinness and Smirnoff).

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