Baileys: The pleasure dividend

Baileys, the alcoholic drink, reversed declining sales and a dated image with a new USP, opening up new markets and delivering a €250m gross profit.

Campaign details

Brand: BaileysAdvertiser: DiageoEntrant: craig + bridget / MotherCategory: Global Market Principal authors: Craig Mawdsley, craig + bridget; Bridget Angear, craig + bridget; Sheila Cunningham, Diageo; Katie Mackay-Sinclair, MotherContributing authors: Paul Carton, Diageo; Katherine Grandja, Diageo; Edwina Maher, Diageo; John Thomson, PHD; Christopher Brown, Kantar; Andrew Bertolaso, Gain Theory; Andrew Deykin, Data 2 Decisions


This story is a reminder of marketing's power to make a difference.

About an idea that unlocks new occasions, new users and new uses.

An idea simple enough to travel to 153 countries...

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