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.
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
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View “adulting” from a number of perspectives
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Making smarter dietary choices rather than
abstaining completely
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Openly embracing new trends, experimentation
and variety
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Actively embracing nostalgia
Behaviorgraphics
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Socializes with friends
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Indulges in simple and spontaneous time-out moments, year-round
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Uses drinking as an outlet for the stressors of life
Geographics
Big market DMAs:
NYC, California, Texas, Florida
Research
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?
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
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.
Insight & Messaging
Campaign
When IMMATURE becomes I'M MATURE
Representation Matters
Public Relations
Strategy & Tactics
Branded Social Media Content
Influencer Marketing
Experiential Marketing
I'm Mature and Everyday is Sundae
Teacher Hack:
Tactile & Kinesthetic Learning Styles
In-Store/Point of Purchase
Interactive
Partnerships
Earned Media
How are we able to achieve success?
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.
Pull Communications
Internal Community
Buy In
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
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:
