Franken-cakes and soggy bottoms: how Baileys embraced the joy of imperfection

Baileys, the alcoholic drink brand, launched a social campaign globally, which gave Baileys a fun, compelling role within amateur baking.

Campaign details

Brand: BaileysClient: DiageoAgency: VMLY&R

Summary

Recipe Unfudged, a social campaign aiming to give Baileys a fun, compelling role within amateur baking, used data-driven digital insight to develop creative which set new performance records, while also uncovering a broader emotional and cultural truth for the brand to champion.

As a new entrant to the treating category, after repositioning, Baileys needed creative ingenuity to go beyond traditional recipe inspiration. A more insightful, distinct and culturally relevant approach was required to prompt purchase while bringing the brand purpose and values through more strongly.

Fresh insight from social listening and...

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