Baileys slims down for the modern woman

Baileys, the cream liqueur from Diageo, has a new bottle. The redesign comes as part of the brand's ambitious global marketing campaign ‘Cream With Spirit’. created by BBH. The campaign has launched across TV and print on every continent around the world, with the aim of shining a light on women and celebrating the spirit of modern womanhood.

The new-look bottle, which will be available globally across all variants (original, caramel, biscotti, coffee and hazelnut) from this month, has been heightened and slim-lined to give it a more stylish and elegant profile. The new feminine shape also allows it to conveniently fit inside a fridge door; increasing the brand’s relevance to the modern woman’s lifestyle.
 

Chris Lock, Baileys western European category marketing director at Diageo, said: “Baileys is widely recognised for its unique bottle shape and our stylish new design will not only have more impact on shelf, but also affirm Baileys position as a modern drink for the modern woman.

“Baileys is the original cream liqueur, and enjoys a significant 78.2 % share of the cream liqueur market, which is why it is vital that we continue to drive and shape the category with exciting news and innovation. The bottle relaunch offers both – giving existing and new Baileys shoppers an extra reason to purchase.”

The campaign spans TV, Cinema, Press, Out of Home and Online advertising. It is a global campaign that will run in the following markets: UK, Italy, Germany, Sweden, Denmark, Finland, Hungary, Estonia, Czech Republic, Bulgaria, China, US, Canada, Costa Rica, Mexico, Puerto Rico, Colombia, Dominican Republic, Nigeria.

Retailers and operators are being encouraged to sell through their current stock and order in the new stock at the right time. A new striking point of sale toolkit will be available for the off trade. For further information about stocking the new bottle or POS, retailers and operators can contact consumerinfo.gb@diageo.com.

11 March 2013 - Felicity Murray