From dusty liqueur to vibrant treat: How shifting categories transformed Baileys’ global fortunes and guaranteed its future

Baileys, a liqueur brand, launched a paper to demonstrate its long-term creative strategy to increase relevance and perceptions of the brand's versatility.

Campaign details

Brand: Baileys Global Agency: Mother London


Competing in a new category? Here's how it's really done.

This paper is all about the hard, messy, long-term reality of shifting a brand from one category to another.

It's common practice for strategists to talk about competing in a new category. What's rarer is a true category shift that's not about changing the advertising but wholesale transformation.

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