Diageo repositions Baileys with new campaign

Irish cream liqueur Baileys has rolled out new global campaign, ‘Don’t Mind If I Baileys’, to highlight the brand’s “versatility”.

The ‘Don’t Mind If I Baileys’ campaign taps into “life’s most pleasurable moments”

In collaboration with creative agency Mother, the ‘Don’t Mind If I Baileys’ campaign taps into “life’s most pleasurable moments” and aims to inspire women to take the time to treat themselves.

On social media, Baileys’ followers will continue to see serve suggestions to “highlight the versatility” of the brand.

Grainne Wafer, Baileys global brand director, said: “Baileys is the most loved spirit in the world but has lacked a consistent and compelling means of triggering consumption.

“This is the first wave of an extensive strategic and creative repositioning of the Baileys brand which aims to get our indulgent product out of the cupboard and into many more glasses, and in many more occasions.

“In the ‘Don’t Mind if I Baileys’ campaign, Mother has captured an unapologetic spirit that gets right to the pleasurable core of the brand.”

Katie Mackay, Mother’s joint head of strategy, said: “We’ve relished getting back to the heart of Baileys to create a platform befitting its pure pleasure core. The ‘Don’t Mind If I Baileys’ campaign is unapologetic and indulgent – just like the brand.”

The campaign launches with five TVCs, digital advertising, partnerships, social media engagement and below the line content.