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.
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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
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31% of participants say that Coronavirus outbreak impacted their social lives
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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
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Representation Matters
Public Relations
Strategy & Tactics
Branded Social Media Content
Influencer Marketing
Experiential Marketing
I'm Mature and Everyday is Sundae
