Challenge
Diageo wished to increase Baileys consumption outside the Christmas season and build brand loyalty throughout the rest of the year.
Diageo wished to increase Baileys consumption outside the Christmas season and build brand loyalty throughout the rest of the year.
Solution
An informative and amusing cookbook was created, emphasising Baileys as the key ingredient in a variety of desserts. Fun diagrams were designed and a photo shoot was commissioned to encourage consumers to enjoy Baileys together.
An informative and amusing cookbook was created, emphasising Baileys as the key ingredient in a variety of desserts. Fun diagrams were designed and a photo shoot was commissioned to encourage consumers to enjoy Baileys together.
Result
Approximately 200,000 Baileys Lounge members were initially targeted. The campaign became pan-European and the membership base is on track to recruit more than one million members.
Winner of the Campaign Big Award and the MCCA Best Award.
Approximately 200,000 Baileys Lounge members were initially targeted. The campaign became pan-European and the membership base is on track to recruit more than one million members.
Winner of the Campaign Big Award and the MCCA Best Award.
Deliverables
Concept Creation
Print Design
Art Direction
Artwork
Concept Creation
Print Design
Art Direction
Artwork
