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Bailey’s revamps bottle for female appeal

Bailey’s Original Irish Cream has revealed a new feminine bottle design as part of an on-going strategy to revamp the cream liqueur brand.

Bailey's new bottle
Bailey’s new bottle is designed to have more female appeal

Having launched a new global marketing campaign in October 2012, the brand, owned by Diageo, has revealed a new slimline bottle.

Now taller and slimmer with a more elegant profile, the jet-black bottle, which sports a revamped ‘B’ logo, is designed to appeal more to the brand’s female target audience.

Garbhan O’Bric, global brand director for Bailey’s, said: “We have created a beautiful new bottle which is both modern and stylish, with a greater sense of femininity. Baileys is a brand that appeals specifically and uniquely to women, and through this re-design we embrace and celebrate that timeless appeal in a fresh and contemporary way”.

The bottle will be rolled out to global accounts from this month, and be available across the original, caramel, biscotti, coffee and hazelnut flavours.

The ‘Cream with Spirit’ marketing campaign features a 90-second TV advert as well as cinema, outdoor and digital support. The brand’s biggest advertising push to date, the campaign is designed to “re-capture the true essence of the brand” by portraying the spirit as a “celebration of modern womanhood”.

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