Baileys: Less Soap Box, More Sprinkles – A story of global brand transformation

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Campaign details

Brand: BaileysClient: Diageo

Less soap box, more sprinkles: A story of global brand transformation

This is a paper about how getting back to basics can transform a brand and everyone that touches it.

Baileys had spent years exploring new ways to elevate their brand to something potent and culturally vital, examining the tensions that surround modern women around the world with the hope that overcoming those barriers would create meaningful connections with consumers.

But during that process they had begun to shy away from their product, eventually reaching the point that their liquid was playing...

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