Baileys launches Here’s to Us global campaign

Baileys has launched a global advertising campaign in a bid to entice millennial women to try the Irish cream brand.

Baileys’ Here’s to Us campaign hopes to attract a new generation of millennial female drinkers

Created by BBH London, the campaign – titled “Here’s to Us” – aims to celebrate the “power of female friendship” and encourage women to get together and raise a toast to one another.

The launch of the TV commercial is the first series in the Baileys campaign and depicts different groups of female friends on girls’ nights out around the world.

It also features a new Baileys serve where the tipple is shaken over ice and served in a shot glass, which will be made available with different recipes including the Birthday Cake, topped with whipped cream and sprinkles, and the Rich and Famous, made with Baileys and Smirnoff Gold, shaken with ice.

“This campaign marks the next phase in our exciting journey to re-ignite the true essence of the Baileys brand by celebrating the brilliant spirit of women,” said Ros Healy, Diageo global content creations director.

“We wanted to shine a light on the insight that women bring out the brilliance in each other and hope that this TVC expresses that particular magic you feel when you’re with your best girlfriends, inviting women around the world to raise a toast with Baileys.”

The campaign will launch first in the UK, Western Europe and the US before being rolled out to other markets at a later date.