Baileys with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London
Jennifer English
SVP, Global Brand Director
Baileys and Roe & Co at Diageo
Connect with Jennifer
LinkedIn / Diageo Site
Baileys was loved, but was not being consumed. This is the story of how the team expanded beyond cocktails into the high growth world of adult treats. A 2020 IPA Effectiveness Award winner that grew the global business 32%, this is the "part cake, part booze, pure pleasure" journey.
Listen here and see the creative work below, or listen wherever you get your podcasts.
This early spot, “Sofa,” led to some rethinking of the creative approach.
Pear was the spot that first unlocked the creative formula. Rather than Bailey’s as a standalone drink, make Baileys a key ingredient in new, delicious, and unexpected combinations.
Other executions followed, showcasing Baileys in new, inventive ways.
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