Baileys relaunches with “biggest-ever” global campaign

Baileys is gearing up for a global re-launch of the brand, kicking off this weekend with its biggest worldwide advertising campaign so far.

Baileys’ “Cream with Spirit” campaign will be spread around the world

The Irish cream liqueur is attempting to “re-capture the true essence of the brand”, by portraying the spirit as a celebration of “modern womanhood”.

A 90-second TV advert, to be aired in the UK on 7 October, will set the re-launch named “Cream with Spirit” in motion.

Inspired by 1930s dancer and director Busby Berkley, with female dancers moving to a soundtrack of Rapture by Blondie, the advert is designed to act as a metaphor for the Baileys spirit itself.

It has been choreographed by Michael Rooney, son of Hollywood legend Mickey Rooney, who was behind the dance routines in Fat Boy Slim’s “Praise You”, and Kylie’s “Can’t Get You Out Of My Head”.

Garbhan O’Bric, global brand director for Baileys, said: “With this brand re-launch Baileys faces an exciting future as we re-capture the true essence of the brand.

“We’ve always been at our best and truest to ourselves when we’ve celebrated the brilliance and magnificence of women and with this new campaign we are reaffirming that timeless truth, but are doing it with a modern twist.”

The TV advert will be accompanied by cinema, outdoor and digital support, as well as four print executions designed to “encapsulate the spirit of womanhood”.

After its initial debut in the UK, the campaign will be projected across every continent in the world