Insight: We know that Baileys consumers who buy Baileys in Autumn always go on purchasing it at Christmas. They are in their majority +25 years old women.

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Brief: Baileys wants to own Autumn by extending the purchase period starting from the Autumn season. It also wishes to tap into the interest in modern witchcraft that inspires many young women.

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Channels: Social, digital, partnerships sponsorships, influencers.

Experiential, retail, packaging.

Posters.

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Client: DIAGEO - Eileen Hanna Yague, Baileys Marketing Director Europe

Copywriter: Catherine Laz

Art Director: Caroline Heartfield

Designer: Jessie Jenkin