Baileys: A radical brand turnaround story with extra sprinkles

Baileys, a brand of cream liqueur, repositioned itself into the world of 'real adult treats' and reversed downwards trending sales.

Campaign details

Brand: Baileys Advertiser: Diageo Agency: Mother; Carat


This is a story about the one of the world's most-loved spirits brands, Baileys, and its transformation from dusty liqueur to delicious treat.

It's the tale of Baileys fortunes in GB – a market central to the brand's growth, the biggest market in Europe for Baileys, and the second biggest market globally. In GB Baileys represents 12% of profits (the third biggest brand in GB behind Guinness and Smirnoff).