Baileys Case Study

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Cassies 2005 Cases
Brand: Baileys - Let Your Senses Guide You Winner: Packaged Goods Beverage—Silver

Client Credits: Diageo Talya Gaborieau, Marketing Director Liqueurs Keith Gillespie, Marketing Director Roisin Meagher, Manager of Liqueurs Agency Credits: JWT Lili Shalev, Vice President, Management Director Julien Coulter, Account Director Melissa Ramos, Account Executive Dean Hore, Vice President, Associate Creative Director Andy Brokenshire, Vice President, Associate Art Director

Crossover Notes: All winning cases contain lessons that cross over from one case to another. The notes for this case are as follows, and are attached. The full set can be downloaded from the Case Library section at www.cassies.ca Crossover Note 1. Crossover Note 2. Crossover Note 10. Crossover Note 12. What a Brand Stands For. Brand Truths. Conventional Wisdom—should it be challenged? Changing the Goalposts.

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2 EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): 2003 – 2004. Start of Advertising/Communication Effort: September 2003. Base Period for Comparison: Calendar 2002.

Growing a brand that is already the market leader is difficult. Successfully repositioning that brand is even more difficult. Trying to reposition a whole category is next to impossible. But it can be done. Baileys Original Irish Cream was the biggest brand in the liqueur category. We decided to reposition it, to compete with beers, wines and spirits. In other words, to move from the back of the liquor cabinet, and be front and centre at trendy, social gatherings. The business results surpassed all objectives, in market and in brand health research. Baileys continues to build share, and Canada is outperforming many key global markets. In fact, the campaign is being exported to a dozen countries, including the United States, and Ireland—Baileys’ ancestral home.

SITUATION ANALYSIS...