About Baileys

Baileys is the first shelf stable combination of whiskey and cream created in 1974. The brand is the leader in the category and has found tremendous success with various innovative line extensions. Deliciously Light, the latest addition to the brand portfolio, offers an indulgence similar to Baileys Original Irish Cream, but with 40% less sugar and 40% fewer calories.

Business Challenge

To relaunch Baileys Deliciously Light as a smart Adult Treat for younger drinkers who do not currently choose Bailey’s Original.

How can Baileys overcome the barriers created by its nearly 50-year legacy as an indulgent holiday treat and align itself with Millennials’ everyday treating habits?

Campaign Objective

To increase the perceived versatility of Baileys Deliciously Light and inspire year-round daily indulgence.

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Strategy

Internal Community Buy In

Tools for

Success

Teacher Hack:
Tactile & Kinesthetic Learning Styles
Representation Matters

The Target

Demographics

21-35 years old
 Household Income >40k

Psychographics

  • View “adulting” from a number of perspectives

  • Making smarter dietary choices rather than

    abstaining completely

  • Openly embracing new trends, experimentation

    and variety

  • Actively embracing nostalgia

Behaviorgraphics

  • Socializes with friends

  • Indulges in simple and spontaneous time-out moments, year-round

  • Uses drinking as an outlet for the stressors of life

Geographics

Big market DMAs:
NYC, California, Texas, Florida

Research

Diageo's Internal Communications

The Impact of

Due to the COVID-19 Global Pandemic, there has been increase in purchasing alcohol online

31% of participants say that Coronavirus outbreak impacted their social lives

As consumers search for new life-enriching routines to add to their daily schedules, Deliciously Light is well-positioned to be the“light break we all deserve.”

Source: WARC

Surveys

117 people were surveyed

117 Surveyed

Ages 21-45

75% Women / 25% Men

Interviews

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How to get people to try Deliciously Light?

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What is the best part of adulting?

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FREEDOM

40% of respondents shop for alcohol while also shopping for groceries, occasionally purchasing them at the same location.

The primary motivator for drinking was socialization, with 88% of respondents in alignment, followed by relaxing with 50% and boosting mood at 34%.

When asked "How do you treat yourself?" 

 

89% responded self-gifting

72% said self- pampering

61% said going on a trip

52% said eating dessert

41% said a solo date

38% said drinking.

90% of respondents said that they do not drink other cream liqueurs.

 

Of those who did no one chose Baileys or Deliciously Light

 
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Millennials have begrudgingly accepted adulting, yet are still not ready to let go of their careless youth. They still use play to escape their responsibilities, but as adults, more often than not, that includes alcohol.

Messaging:

 

Make adulting enjoyable by having as much fun as you did when you were a kid.

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Insight & Messaging

Campaign

Immature becomes....jpg
Im Mature

When IMMATURE becomes I'M MATURE

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Representation Matters

Public Relations

 Strategy & Tactics

 

Branded Social Media Content

Instagram

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Influencer Marketing

Experiential Marketing

I'm Mature and Everyday is Sundae

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Teacher Hack:
Tactile & Kinesthetic Learning Styles

In-Store/Point of Purchase

Interactive

Earned Media

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How are we able to achieve success?

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INTERNAL COMMUNICATIONS

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Push Communications

Digital signage will be utilized to spotlight campaign tactics and inform both employees and passersby of upcoming events.

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Pull Communications

Internal Community
Buy In
This%20Wednesday%20I'm%20Mature%20and%20

Diageo's intranet, which serves as a hub for information will be used to share initiatives with employees at least 2 weeks prior to the public launch.

It will also house Forums for employees to discuss aspects of the campaign.

The company blog will be used to share full length articles about the rollout of the campaign and ways for employees to get involved.

Community

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Team Deliciously Light will be built among employees by bringing a fresh take to employee parties and bringing the I'm Mature and Everyday is Sundae event to the office!

Employees will be able to enjoy complimentary cocktails, and BDL Boozy Snacks while participating in a midday kickback and playing a few backyard games.

Intelligence

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Employees will be asked to participate in surveys and online polls to help further the campaign by providing input on potential ice cream flavors and BDL Boozy snacks.

 

Employees will be prompted via the company app to supply suggestions. To incentivize participation, the authors of the selected suggestions will receive a DASH appliance kit!  

KPIs

50k

Reach

20%

Share of Voice

10+

Media Outreach

14k

Increase in Instagram Followers

25m

Impressions across all platforms

500k+

Engagements

2%

Click Through Rate

Agency & Team:

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