The original Irish cream brand, Baileys has unveiled a new communications campaign, and while it breaks globally during the festive season, there isn’t a Christmas tree in sight!
The new campaign ‘Baileys, let’s do this again’, marks a fresh approach for the brand. After listening to their loyal consumers, the brand found that the Irish cream is a beverage that people feel is the perfect drink to enjoy with friends.
“The key message the campaign conveys is that Baileys is a drink loved by its consumers around the world, it’s simply a delicious drink which can be savoured with friends, at any time all year round,” said Philip Almond, Global Brand Director of Baileys
Created by global agency of record, BBH, the campaign aims to remind consumers of the joy of those simple, spontaneous moments spent in the company of friends. The new campaign is right in these spontaneous moments – relaxed and natural.
The call to action ‘Let’s do this again’, runs throughout all global communications: TV, print, digital, RM, PR and experiential.
The campaign is composed of five TV executions, six print and outdoor executions, and various digital executions (banners, pre-rolls, RM, social media).
All the work is inspired by universal insights about spending time with friends that everyone can relate to.
In the TV we see Baileys ‘saving the day’ when a birthday cake accidentally collapses and the group decide to pour the drink over pieces of broken cake.
In ‘Ice Bells’ the group discover a new trick in order to get served Baileys at a busy restaurant, while in ‘Icicles’ they all go on a hunt outside their ski chalet because they have run out of ice.
In each scenario Baileys is at the centre of a great moment between friends, and when something – an object, a sound – reminds one of the friends about that moment, she decides to contact the rest of the group to schedule the next get together, punctuated by the line ‘Baileys. Let’s do this again.’
The digital work features two additional short films, which use the same mechanics as the print and TV executions. The look and feel of all the materials is new for Baileys in that it’s light, less formal and orientated around sociability.
The global PR campaign devised by Ketchum Pleon London, will launch with photographer and former supermodel Helena Christensen inviting Baileys into her New York home and sharing a selection of never-seen-before photographs depicting a day in her life hanging out with her friends.
Online, consumers will be able to interact with the campaign in a way that encourages them to have their own special Baileys moments with friends.
A global consumer promotion on Facebook will give groups of friends the opportunity to win the ultimate Baileys moment in New York City, at a VIP event co-hosted by Helena Christensen and the Baileys brand, by sharing images of their own Baileys moments.
Chemistry, the integrated communications agency for the campaign, is also re-launching Baileys.com. The aim is to showcase the new campaign and connect closely with the social media activity that facilitates getting together with Baileys and friends.
Ongoing conversations, mini-competitions and new Facebook applications will be released over the coming months alongside a new YouTube channel.
To support the new campaign and bring it to life, experiential agency, RPM, will be delivering brand experiences which put Baileys at the heart of great moments friends enjoy together.
An experiential sampling campaign will be implemented within the Global Travel (Duty Free) channel, inviting consumers to ‘Share a Delicious Moment’ with Baileys by enjoying a sample while memories of great times they have shared with their friends are evoked.
In-bar activation will also take place, which will give groups of friends a heightened appreciation of Baileys while they socialise together.