Repositioning Baileys to return to growth

The global ‘Don’t Mind if I Baileys’ campaign, developed with the agencies Mother and Carat, rescued the cream liqueur from cultural irrelevance and declining sales volumes. The revamp re-positioned the drink as a modern and versatile treat for adults.

This case study outlines evidence that communications activity helped re-frame the brand and increase its usage. Between 2014-2019, global volume sales grew 32% and Baileys recovered 1.6 percentage points of global volume share.

This strategy was recognised for its effectiveness at the 2020 IPA Effectiveness Awards - see film below.