Baileys was the most loved spirit brand in a declining category –people still loved Baileys but had less and less sense of when and how to consume it. How can we reposition a much loved (but declining) drinks brand in the dynamic world of ‘real’ treating (moments when you want something a bit special)?
Scoping potential treating occasions and opportunity spaces across global markets.
Consumer deep dives and online ethnographies capturing in-context treating moments and using behavioural disruption to explore new treating opportunities.
In-home consumer immersions to deepen and refine behavioural insights.
Research showed the LOVE for Baileys was still strong, but people had a lack of behavioural anchors to turn this love into consumption. Simply put, people lacked salient ideas of how to consume.
Four real treating spaces were identified and within each we highlighted key behavioural hooks that Baileys could activate against.
For example, in one of the four spaces – ‘Sweet Finish At Home – treats are used to surprise and elevate an experience. Via Google search Baileys can prime people with creative serves and gain traction in this occasion.
The new comms strategy has been rolled out across the world and Baileys have had a complete reversal in brand decline – achieving double digit growth in some markets.