Baileys at 50: How ‘honouring the liquid’ is driving year-round salience
Celebrating its 50th anniversary, Baileys is looking to drive salience despite being one of the most well-loved spirits brands, says marketing boss Paul Carton.
It’s the Christmas season and many households in the UK probably have a bottle of Baileys Irish Cream sat in their kitchen or ready to give as a gift. Whether it’s in a warming hot chocolate or over ice, the Irish cream liqueur, launched in 1974, has an enduring association with the festive period.
The Diageo-owned brand has, however, had an ongoing ambition to ensure it resonates beyond the few weeks around Christmas and is a drink consumers seek out at different moments throughout the year.
Rather than focusing its strategy around one moment of the year, over the past 15 years Baileys has been orientating itself around moments of “indulgence”. This meant recognising the spirit brand is different from others in the category, in that it offers a sweet treat or moment of indulgence.
