Escapology as practised by Baileys
15 March 2018
This week our global founder, Crawford Hollingworth presented as part of a duo act with Sheila Cunningham, global head of planning (Baileys) at Diageo as part of the MRS Impact week.
The session looked at how to deliver unexpected commercial innovation - How are global brands using insights from a range of sources to challenge audience thinking and behaviour? Are there new ways of looking at your brand to find innovative ways to drive purchasing and engagement, moving beyond barriers such as seasonality and generations of entrenched behaviour?
Sheila and Crawford told the story of how Baileys connected brand love with new occasions. Although Baileys is a much loved drink, it was trapped in the declining cream liqueur segment. So the team wanted a new strategic vision to connect Baileys to treat occasions to broaden the possibilities for consumption. We needed to identify if possible and how..
Our research scoped out four key treating occasions across different contexts and with different levels of permission. We identified how to best connect the brand with these occasions – leveraging the language, triggers and contexts associated with each which fed into the campaign ‘Don’t mind if I Bailey’s’. Since roll out global decline has been reversed. Baileys is showing growth at around 7 % globally!
The talk has been nominated for Best Presentation for the MRS Annual Conference Awards 2018 together with 3 other finalists!
The session was chaired by Richard Ellwood, head of audience strategy EMEA and UK at Disney with two more presentations completing the session:
- one from Scott Morrison, co-founder of ThinkSprint and Zoe Ruffels, vice president, Consumer and market intelligence at Samsung Electronics Europe; and
- a second from Sabine Stork, founding partner, Thinktank and Claire Sayles, business development manager, hydrogen at Shell New Energies.
We are super proud to be a Finalist for the AQR Qualitative Excellence Award! https://t.co/SiZvTQpj5T1 month, 2 weeks ago
The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readersEditor Impact Magazine and Research-live.com
Our digital clubhouse which is designed to inspire, share best practice and delight would be very different without The Behavioural ArchitectsGemma Greaves Global Managing Director The Marketing society
Its client testimonials show it has made behavioural economics accessible and actionableMRS judges ‘best new agency’ award
TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputsMartin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector.Damian Stevenson, Head of Insight at the Amateur Swimming Association
The behaviour change research has been the lynchpin of our entire new strategy to get more people swimmingNick Caplin, Amateur Swimming Association, Director of Participation
I’ve worked with TBA on a number of studies... all of them have allowed us to get to a depth of insight into basic behaviour that has transcended borders.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the processJennifer Bufton, Sport England
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders.Jacinda Norman, Category Insights Manager, Waitrose
The team at The Behavioural Architects Sydney have played an instrumental role in uncovering the key behavioural challenges for the Bundaberg Rum brand.Clara Lee, Senior Insights Manager, Diageo Australia
By using behavioural principles in analysing research, we’ve been able to go beyond the rational system 2 responses and tap into the deeper, subconscious system 1 responses that are often difficult to articulate.Clara Lee, Senior Insights Manager, Diageo Australia
For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth.Clara Lee, Senior Insights Manager, Diageo Australia
The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights teamClara Lee, Senior Insights Manager, Diageo Australia
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directlyAlla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour.Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)