Baileys

Sector: Liqueur | Brand Reach: New York, USA | Service : Advertising Design

Helping Baileys expand its current consumer base to a younger and health-conscious drinker who does not currently drink Baileys’ Original, positioning Bailey’s Deliciously Light as a treat you can enjoy at any time of the year.

Communication Goal: An Integrated communication campaign motivating young millennial consumers to celebrate themselves and every small achievement. Establishing a trust between consumers & BDL when it comes to celebrating their individual selves.

Key Insight: With growing competition, social expectations, set stereotypes and exhausting fast pace of life - young millennials feel insecure, exhausted & stressed which in turn leads to unstable holistic well being.

The Campaign

Celebrating YOU every day with Baileys Deliciously Light

What’s the Message?
BDL enhances and elevates the mundane, monotonous everyday by empowering
consumers to celebrate themselves in their own unique & special ways, anytime &
anywhere.

Mood Board

Social Media Posts

Out of Home Executions

PR Events

Installation : This is a mirror installation on the busy streets of New York ( Times Square, 125th st, Rockefeller center etc). The idea is to target young millennials by putting a Mirror on their daily commute to help them look beyond their busy lives or daily hustle and to understand that it is important to celebrate their lives & not to forget to #lovemyself.

Tasting Sessions: by partnering with art, culture & music events.