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Baileys Irish Cream's Stylish & Elegant Relaunch
By: Cindy Wendland
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For nearly forty years Baileys Irish Cream has been pleasing the taste buds of people worldwide. The irish whiskey and cream based liqueur was the creation of R & A Bailey. It is made by Gilbey’s of Ireland with the trademark owned by Diageo. It is the biggest selling spirit brand at Christmas in the U.S.

In 2012 several marketing innovations were begun. The company began doing bilingual Facebook posts. This was well received and helped them capture more of the Hispanic market. This year Baileys redesigned their bottle — for the first time ever. Since Baileys is targeted mainly at women, the bottle was streamlined to be more stylish and elegant in an effort to capture the new generation of progressive and savvy women. As an added plus, it is also easier to fit in the refrigerator door. Stylish yet practical.

Then, adding to their four-star line-up, Baileys introduced a new flavor — Baileys with Vanilla Cinnamon. This new Baileys flavor is their first U.S.-only Baileys offering. Those familiar with RumChata, the rum-based liqueur made with Wisconsin cream, may find the taste somewhat similar, but the consistency a little different. Discriminating palates say there is no comparison. Either way, RumChata sales have been steadily increasing with distribution in 48 states. This new Baileys flavor is capitalizing on the public’s taste preference or competing for this share of the market, but should be a good addition.

The holiday marketing campaign urges you to “Capture the Spirit of the Season.” The campaign is well done with beautiful imagery but the social media is lacking. The target group of women is very active on social media networks and the failure to follow through and engage the customer there may limit results. The Baileys relaunch is indeed stylish and elegant (and tasty), but needs to be more socially engaging. 

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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