A SPLASH OF SPIRITUAL
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.
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.
Channels: Social, digital, partnerships sponsorships, influencers.
Experiential, retail, packaging.
Client: DIAGEO - Eileen Hanna Yague, Baileys Marketing Director Europe
Copywriter: Catherine Laz
Art Director: Caroline Heartfield
Designer: Jessie Jenkin
Idents for Britannia 3rd season on Sky Atlantic
Animated digital posters on tube escalators
Partnership with Buzzfeed
IG post in partnership with Rita Ora promoting her new album
Special edition miniatures/potions
Glitter tattoo stickers
In-store recipe cards
Packs of cards for trade