Full brand and company audit of the brand and the competing UK market

1.
ANNUAL
REPORT
CW1
-­‐
BAILEYS
BRAND
AUDIT
21028547

2. BRIEF
HISTORY
OF
THE
BRAND
AND
A
DETAILED
PROFILE
OF
THEIR
TARGET
AUDIENCE.
Page
1
Brief history of the brand and a detailed profile of their target audience.
Baileys the brand is an Irish cream that was first been made in 1971 by Gilbeys of Ireland a
divistion of Distillers & Vintners. In 1972 the company was bought by Watney Mann then this
group was taken over by Grand Metropolitan. In 1997 Guinness merged with Grand
Metropolitan to create Diageo.
Mintel has carried out a study into the UK Liqueurs market in January 2013 that included 1460
Internet users aged 18+. (Mintel 2013)
4 in ten 39% of the UK alcohol drinkers consume liqueurs this includes Baileys, Pimms and
Jagarmeister. The market is worth just under £1 billion and of this market 45% is female and
32% male. The largest age range consuming liqueurs is 18-24 at 52%.
Liqueurs is a low frequency drink, with half of users have drunk a liqueur in the last year, but
not in the last month. Just under a fifth of all liquor drinkers would have drunk a liquor once a
week or more. By older drinkers is it seen as an after dinner drink ‘To finish a meal off’ and by
other younger user its considered a party drink. The drink is seen by the public as an special
occasion drink especially during festive Christmas period and new years.
Overall the positive perceptions of liquors out way the negatives. Of the UK alcoholic drinker of
liquors are 67% perceived as indulgent, this is supported by users believing they can be both
duel needed, as a party drink and a relaxing drink.
The minority of negatives perceptions of liquors include the drink is heavy, not fresh tasting,
untrendy and old-fashioned. However current users are more likely to see the category as
more sophisticated and not sickly sweet. Females are more likely to shine on the positives
then men, especially when considering the drink to be indulgent and a drink for relaxation.
Mintel research has shown demand for a smaller bottle by the 18-34 year olds, with two in five
41% mentioning that they would take bottles to dinner parties and social gatherings.
Carat is a media communications company that uses an annual survey of 11,000 people
called "Carat’s Consumer Connection System CCS” (Brand Republic 2010). The research
explored into the lives of a baileys drinker and then compared this data to IPA touchpoints.
(IPA 2011) [Appendix 1]
Carat found that the majority of users are social grade B or C1 this equates for the mass of the
population. According to (ipsos-mori 2009) B 32% population and C1 29% of the population.
Of this the average household income at £32k and 50% are married with 18% with a partner

3. BRIEF
HISTORY
OF
THE
BRAND
AND
A
DETAILED
PROFILE
OF
THEIR
TARGET
AUDIENCE.
Page
2
and likely to have a child living within the household. Busy working lifestyles with modern day
economic financial pressures.
The personal use of technology by the baileys drinker is a laptop 46% for home use,
smartphone 30%, Sky TV 21%, digital radio 22% and games console 30% within the
household. The range of technology is good because it lets the agencies reach the target
audience in different ways.
Form carats consumer research they found three distinctive stages of motivations
1. In need of a moment – This might be during the busy commute in the car or on public
transport.
2. Preparing for a moment – This could be deciding on what to do for the evening, this
decision might be in the shop also choosing what dinner to have.
3. In the moment – A place of relaxation like at home in front of the TV second, screening
browsing the Internet. Or either out partying/socialising with a group of friends, drinking
Baileys or not.

4. MARKET
CONTEXT
Page
3
Market context
The future of the baileys brand will struggle for growth. ‘Growth prospects for Diageo baileys
are not strong’ (Euromonitor 2011) Potential growth at under 4.4% globally expected in the
category over 2011-2016 if baileys maintains its shares in all markets.
The brand key markets are mature, offering limited growth. In addition baileys has reached
maximum penetration in these markets so will struggle to maintain high share stake. This only
was achieved during 2006-2011 through price promotion and flavour innovation. There will be
a limit of doing this in the future because of damaging brands equity and margins.
However other areas of growth are looking promising, countries like Russia where the brand
dominates and the category is expected to grow to 5% +1.8million litres in 2011-2016. Other
countries Euro monitor has highlighted steady growth like Brazil, South Africa and
underdeveloped emerging markets like Asia.
Diageo is the number one producer for spirits globally this was only due to acquisitions of
dominant players in Turkey Maylcki and gaining majority stake in Chinese Baiju producer
Sichuan Quanxing. Although the second and third to Diageo UB group and Pernod Ricard
were within 20 million litres off the top spot. Diageo retains strong lead within the UK 24% total
volume share in 2011 (Euromointor 2012)
(Euromointor 2012)

5. MARKET
CONTEXT
Page
4
Envelopment model
THINK
FEEL
High
involvement
(Economic)
(Psychological)
Love
involvement
(Responsive)
(Social)
self-­‐satisfaction

6. THE
BRAND
IDENTITY
AND
BRAND
IMAGE
Page
5
The brand identity and brand image
According to (Leslie de Chernatony 2006) ‘Brand identity is the distinctive or central ideas of a
brand and how the brand communicates this idea to its stakeholders.’ The ‘brand identity is the
intended projection of the brand’, though the brand image is down to the person’s perceptual
process, their interpretation based on individual past experiences.
From Mintels research the brand image is that the drink is mostly an ‘Indulgent’ drink suitable
as a party drink, but also a relaxing right. Non-users of liqueur drinks believe them to be a
‘heavy-tasting’ sensation ‘Okay for a sip or two but not a drink for all night long.’ – C2DE male
aged 45-54 (Mintel 2013) How ever the public accept that baileys could be a drink at
occasions, usually around the festive period. The baileys brand has emotional warmth with the
British culture, the strong Irish roots.
Brand identity, Baileys is marketing towards the younger female audience this has been done
with the ‘cream with spirit’ campaign exploring the area of modern womanhood. The brand
difference is the values and history behind the product being the first cream based liqueur,
supported by the deep Irish roots and the quality of production. (Millwardbrown 2008) in a
report stated that Baileys is the fifth most powerful global spirit brand. Brand momentum 5 and
brand contribution 3. [Appendix 3]
The signs that makes baileys are well known in the UK, being the largest market for Diageo
after the USA (PRweek 2012). The shape of the bottle is instantly recognisable, also the
Baileys logos with the bold type font.

7. REVIEW
OF
CREATIVE
WORK
Page
6
Review of creative work
With a Strong brand but questionable sales a new campaign by BBH ‘cream with spirit’ has
been designed to shine a light on womanhood. In this film a modern spectacular of a music
video inspired by the 1930s Hollywood film industry all supported by the soundtrack ‘Rapture’
by Blondie.
The ad connects to the target audience showing qualities like women can be strong and
feminine, beautiful and witty. The new campaign launched in the UK on Sunday evening during
the first episode of the new season of Homeland on Channel 4. TV advertising was be
supported by cinema, outdoor and digital executions. The film doesn’t change the fact that
baileys is a low frequency drink. The brand is well established in the UK market, the social
norm around the baileys drink needs to change, its peoples brand image that needs to
change.
The film is accompanied by four print shot by fashion photographer Norman Jean Roy. This
campaign overall is to make baileys are more stylish attractive brand. BBH is selling a lifestyle,
a lifestyle that the audience may just think I don’t need baileys to attain this.
The outdoor advertising was done effectively with partners such as Toni & Guy (a UK based
hairdressing company) where women of bought a bottle of Baileys would get 20% off at the
hairdressers. This partnership is good because the brand is strong with a high quality of
service, but to many of these partnerships may tarnish he brand in the long run, being so
closely established to price promotions.
Print creative work in support of the campaign was cleverly done. Partnered up with
magazines such as Stylist perfect for reaching the target audience. The magazine was a
special edition with support of a digital feature. If the reader had a smart phone they could
download an app and swipe a page in the magazine to receive exclusive content, a video on
behind the senses of the making of the ‘cream with spirit’ film.

8. REVIEW
OF
CREATIVE
WORK
Page
7
Other creative content was the placement of Baileys sin style magazines like Grazia is an
effective touch point. Being recommended within in articles like ‘show your stylish side’ This
kind of promotion is good because it places context to when baileys can be drank and how its
drank all in a fashionable way.
Baileys on the social media landscape is smaller compared to other Diageo brands such as
Smirnoff. The brands bulk of content is found on Facebook. As it stands today the baileys
brand has 1.5million likes on Facebook, this is a small percentage that have seen the ‘cream
with spirit’ campaign in other forms.
The content on the Facebook page is mostly timely post for example, new years with fireworks
or a Christmas post with a bottle being unwrapped under the Christmas tree. Other content on
the page is recipes for baileys cocktails where people can like and comment. The platform is
missing interaction, they seem to be driving likes and comments, but no focus on how to get
users drinking more. From carats research people check Facebook in the morning (see
appendix) this morning touch point has not been implemented with any contextual value.
Baileys website site was set up by Profero. The website is a simple site with a simple structure
and a small amount of content. When entering the website the user is greeted by age
restrictions due to laws, but after this the front site is the latest campaign ‘Cream with spirit’
Youtube video. This asks the question are views organic to this Youtube video.
Onto the core websites functions of the website are recipes Desserts, Sweet treats, hot drinks
and cocktails. With market development showing the options people have with the baileys
drink, it doesn’t solve the bigger issue that people are drinking the product less. The Website
in the long term, will develop a product that solely depends on other products for its core use.
When the user browsers further into the different flavours on offer, the website turns into a
gateway directing the user to the facebook page.
The twitter space @BaileysOfficial is relatively small with only 392 followers and 148 tweets
running since 10th
of November. The posts are just the same as Facebook with pictures of
recipes for baileys drink. The use of hashtags have been used to support the ‘cream with spirit’
campaign #withspirt that is used a microsite where users can upload their Instagram photos to

9. REVIEW
OF
CREATIVE
WORK
Page
8
through the mention of the hashtags. Particular fashion websites will use Google adwords to
show a banner ad to ask people to join the conversation. When the ‘Cream with Spirit’ Went
live the use of hashtags wasn’t mainstream, this is one of the touchpoints that has been lost
with the baileys campaign, user interaction.
Pinterest an interesting developing platform with its rapid growth since May 2011 (Techcrunch
2012) The content is the same as Facebook but more visual, Ads in another context and
photos of cocktails that can be re-pinned by followers. However the agency has only uploaded
pictures of he cocktails without linking them to the baileys website, so the Pinterest page has
been left with comments from followers like ‘where can I get the recipe for this?’.

10. CONCLUSIONS
MATCHING
AGAINST
CURRENT
AGENCY
POSITIONING
Page
9
Conclusions matching against current agency positioning
An understanding of a brand by (leslie de chernatony 2006) is that the nature of a brand is
multifaceted. A branding iceberg (Davidson 1997) where above the line the visual attributes
are the brand logo and name, But beneath the water, below the line the components like
values, intellect and culture. This is usually where a brands competiveness strategic
advantages are from.
However when the brief was given to the agencies hired by Diageo, have the aims of the briefs
interpreted correctly? Has the agencies position and own mission subjected the focus of the
client.
Ashridge mission model explores to fundamental parts of a brand identity because without
internal values, purpose, strategy, standards and behaviour the company would not be what it
is and the direction they are all driving towards.
BBH – Creative
Carat – Media planning
Bloom - Innovation / Architecture / Identity / Packaging / Brand Worlds
Profero – Website

11. CONCLUSIONS
MATCHING
AGAINST
CURRENT
AGENCY
POSITIONING
Page
10
Outfit – TV sponsorship content
Unity – Public Relations
Dare – Social media
In June 2010 Bartle Bogel Hegarty (BBH) was appointed to handle its £40million global
advertising account as apart of the marketing shake up. (Marketing Magazine 2010) With a
proven record of being successful creatively, the London office is currently Agency of the Year
as voted by Campaign magazine, the ARROWS (the British Television Advertising Awards)
and Creative Review magazine.
In July 2012 the Publisis group (the French holding group) acquired the remaining stake of
BBH this nevertheless did not change the way the business has been ran. "The new
ownership not only ensures our autonomy, but brings us considerable advantages through
Publicis Groupe's resources and global infrastructure," Mr. Bogle added. BBH mission is
behind all about creativity ‘the reason why we exist is to help out clients grow their business.’
(BBH 2013)
Concluding from the creative work that BBH has done for Baileys, their full abilities are not
being utilized. The campaign ‘Cream with Spirt’ BBH is known for its difference with the strap
line ‘when the world zigs. Zag’ but with this film its missing that big idea, that many of the
agencies campaigns achieve. The film hasn’t changed the brands image.
Carat as apart of ‘Cream with spirit’ is the media planner for the campaign. The agency uses
its research database system called Carat’s Consumer Connection system (CCS) an annual
survey of 11,000 people.
Carat is the world’s largest independent media communications company owned by the Aegis
group. This means the agency has access to other agencies like Posterscope the world’s
leading Out-of-Home communications agency. Carats mission is to help clients get the most

12. CONCLUSIONS
MATCHING
AGAINST
CURRENT
AGENCY
POSITIONING
Page
11
from the new era of media. Carat is a specialise in understanding and exploiting every media
opportunity there is.
The Carat agency is a specialise agency in media and has the resources to add contextual
value to when, where and what platform the ad is received on, but this has been missed. Carat
has used to same film, the same pictures to the target audience. The Carat research carried
out annually explores the day of the Baileys drinker, they use a wide range of mediums to
search for information, why not utilises this.
Bloom was hired to carry out ‘Bringing back the charm that lies at the heart of this unique
product.’(Bloom 2013) From this the agency has extended the brand identity into an on-going
range of flavours and ‘more dynamic off-pack brand world. The agency believes in the power
of intelligence and creativity to build brands, also helping brands connect more deeply with
their audience and grow sustainably for the owners.
The agency was briefed to bring back the charm of the product, their solution was to add to the
‘ongoing range of flavours’ this is avoiding the issues explored in part A, for example the
Baileys drink is perceived as a think, heavy drink, how in this way has the agency developed
the brand identity to react to this. Packaging has changed with development in bottle shape,
not size so that the product can now fit within fridge doors, this is an reaction to consumers
needs. Mintel report showed a demand for smaller bottle between 18-34 old. The new bottle
has not changed quantity of liquid, so that the price point has stayed the same not effecting
the position of the brand.
Profero created a created a global content management system through he baileys website
that could be used by Diageo and local agencies. Proferos mission is to transform the
experience of the brands across all digital platforms to ensure people spend more money, time
and social currency on your business.
The brief for Profero was simple even though they stated they had restrictions from Diageo.
The website isn’t captivating and eye grabbing for the target audience, there was a lack of
research behind the website, understanding the core uses, but also the other agencies uses

13. CONCLUSIONS
MATCHING
AGAINST
CURRENT
AGENCY
POSITIONING
Page
12
for supporting each campaign. The US twitter campaign #withspirit isn’t mentioned once on
the website.
Outfit was briefed to make a series of short films to support E4’s latest American import of 2
Broke Girls and celebrate the baileys flavours Hazelnut and Biscotti. Outfit UK mission is to
make content for brands, bold, innovative, entertainment-led advertising solutions that help
brands become part of culture, and get people talking. The flim produced by Outfit is very
forgettable, the film has missed the mark to get people talking about the brand.
Unity
will
be
solely
responsible
for
UK
communications
and
devise
strategy
to
be
rolled
out
across
Europe.
Working
closely
with
Baileys
other
media
agencies,
Unity
is
focused
on
dialling
up
relevance
and
meaning
for
the
brand
among
its
target
female
audience.
This
does
not
includes
Digital
as
this
is
done
by
agency
Dare.
Unity
has
a
mission
to
deliver
integrated
campaigns
that
primarily
use
owned
and
earned
media
strategies
to
solve
client
problems,
drive
sales,
increase
brand
engagement
and
create
long-­‐lasting
loyalty.
Most
of
the
agencies
work
is
below
the
line
communications
like
PR
however
their
other
clients
like
M&S,
Ribena
has
clearly
take
precedence.
Dare
runs
baileys
western
Euro
Social
media.
Also
at
last
years
Diageo
marketing
brilliance
awards
2012
Dare
won
‘Best
innovation
agency
for
the
Baileys
Biscotti
Facebook
campaign.
Picture
found
in
the
appendix.
Dares
mission
is
also
a
creative
agency
where
they
use
the
power
of
creativity
to
help
solve
business
problems
irrespective
of
channel.
Dare
offers
a
comprehensive
selection
of
on
and
offline
services
for
all
media
channels
in-­‐house.
Platforms
like
Facebook
have
the
right
amount
of
content,
but
questionable
the
right
type
of
content.
The
posts
drive
comments
and
likes,
but
not
sales.
Dare
prides
themselves
on
creativity
but
this
isn’t
visible
on
the
Facebook
page.

14. EVOLUTION
OF
HOW
THE
AGENCY
INVOLVED
CONTRIBUTES
TO
THE
BRAND
CURRENT
POSITION
Page
13
Evolution of how the agency involved contributes to the brand current position
The agencies behind the brand has had a direct impact to the brand positioning in the market,
but the agencies are only part blame. Diageo are very much in control of the brand and its
activities for example Proferos brief there was within ‘Strict internal guidelines’ even though on
other products in the alcohol sector have been set more freely on the solution on simulair
briefs. Proferos content management system has lead to the brand being used in a range of
different ways, this in turn would promote buying a smaller bottle just for the use of cocking or
cocktail making, the website doesn’t support the core use of Baileys, a Drink with ice.
BBH’s campaign ‘Cream with spirit’ has repositioned the brand into a more sophisticated
brand. From previous work from the agency JWT that lost its touch with the target audience
this new film and supporting photos explored womanhood in a new light.
Carat is the media planner behind the campaign and with the bank of research that has been
done the placement of the film and the print ads would be key to the success. Carat missed
the mark making sure that the brand was connecting to the target audience, low potential to
see, lower awareness. The question is, how is the launch of the new bottle going to be
released?
Blooms input to the new bottle shape has lead the brand in new directions. Now being able to
fit in the fridge, letting the target audience have colder cooler product. The range of flavours
that Bloom have introduced has opened out the brand to a wider audience who didn’t like the
idea of just cream. Too many flavours will have a negative effect on the brand identity, this
includes product extensions like Häagen-Dazs Baileys Ice Cream to much and it will tarnish or
cheapen the ‘indulgent brand’
Outfit has a standard approach to sponsoring 2 Broke girls, the positioning of the brand has
not been effected by the films used, it has just informed the audience that other flavours are
available and baileys have other uses. Previous work by 4creatrive that held the baileys
account had sponsorship deals with the show ‘sex in the city’ and this was proven successful
(Millwardbrown 2008) [Appendix 2]
Unity has no effect on brand positioning as activity is below the line. If there were a case of
crisis management Unity’s response would be then measureable.
Dares input on social media has developed a high quality of service on Facebook, this is done
with a consistent amount of updates. The content is informative, like the release of the new
bottle and what the user can do with.

15. ISSUES
IMPACTING
ON
THE
AGENCY
SECTOR
Page
14
Issues impacting on the agency sector
The International Conference on Online Media Measurement (I-COM) 2012 was big data.
John Burbank, president of strategic initiatives at Nielsen, the research group, said in his
presentation, the world is in the midst of a “volume explosion” of data. Where advertisers and
brands once had painstakingly to construct research studies or assiduously question
consumers, now, thanks to digital devices, they have vast quantities of information at their
disposal. The opportunity is to understand the consumer but the issue is how do agencies
interpret the data. What data do they need, and other data sets that can be used together. An
issue mentioned in the event is that human analysis can only answer one question at a time.
This brings up the issue that research agency have tighter timescales, consumer is changing
quickly because of the access of information to them, by the time an agency has collected the
data from the consumer habits this may change just as quickly. (WARC 2012)
An article written by Tim Hipperson (Admap 2012) The future structure of agencies, mentions
that a third wave of change is happening. The third wave is the digital age with portable digital
devices. The need for content YouGov research commissioned by the APA revealed that 65%
of consumers want brands to provide fresh content online through social media or their
website at least daily, and believe they spend more time with brands. This is placing more
pressure on the current agencies that are doing social media more focus on content creation
agencies that understand how content works to develop business objectives like repeat
customers.
Agencies need to make sure they keep hold of the insight into clients’ customers and the
platforms they use. With ease of access to online media buying services by companies like
Facebook, Twitter and Google anyone can buy advertising space if they have the capital.
There may be a shift to in-house marketing activity if the data on insight can be attained easily.
Todays consumer are more sophisticated and more vocal then ever before. The expectations
are high for brands to deliver across a multimedia environment, agencies have to ensure
consumers receive a seamless experience of a brand, irrespective of how they choose to
interact with it. (Admap 2012)
An article in (Admap 2009) September edition there is an issue that many clients are suffering
to achieve fully integrated marketing with digital at the core, clients will need to be more
proactive in managing their roster of agencies. The range of agencies used for one brand has
its positives of each agency being specialist within each area but when an integrated
campaign is required by the client, this logistically is hard to carry out. If this was set in play
with all required channels of communication, how would measurement be calculated by each

16. ISSUES
IMPACTING
ON
THE
AGENCY
SECTOR
Page
15
agency, this would make the valuing for each agency questionable, above and below the line
communications.
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868ec80c54ae&q=wide+range+of+agencies+one+client+&MasterContentRef=acb5857d-ef15-
43d7-9749-868ec80c54ae#LdBi1AKBd0eLT6Q5.99. Last accessed 14 Mar 2013.

18. APPENDIX
Page
17
Appendix
[Appendix 1]

19. APPENDIX
Page
18

20. APPENDIX
Page
19

21. APPENDIX
Page
20
Appendix 2

22. APPENDIX
Page
21
However, we can see evidence more easily with
sponsorships. Consider the success enjoyed by
Baileys when it sponsored “Sex and the City” over
an extended period. The association lent a sense
of glamour and sophistication to Baileys and,
perhaps most importantly, linked the brand to the
sense of female bonding and togetherness that the
show created among fans.
[Appendix 3]

23. BRAND
HISTORY
Page
22
Brand history
The
baileys
brand
is
portrayed
as
young
but
has
only
been
introduced
officially
in
1974
as
the
first
Irish
cream.
The
Irish
cream
was
first
been
made
in
1971
by
Gilbeys
of
Ireland
a
divistion
of
Distillers
&
Vintners.
In
1972
the
company
was
bought
by
Watney
Mann
then
this
group
was
taken
over
by
Grand
Metropolitan.
In
1997
Guinness
merged
with
Grand
Metropolitan
to
create
Diageo.
-­‐-­‐
In
1971,
a
group
of
high
echelon
managers
at
Gilbey's
of
Ireland
had
the
idea
for
a
unique
Irish
drink.
Whiskey
is
a
distilled
grain
product
which
is
blended
with
about
50%
cream
to
produce
Irish
Cream.
Back
in
the
old
days,
one
way
to
handle
an
upset
stomach
was
to
mix
whiskey
and
cream
together.
The
problem
was
that
the
two
would
only
mix
well
together
for
a
very
short
time.
Bailey's
found
a
secret
way
to
get
the
mixture
to
last.
No
one
had
managed
to
blend
cream
and
whiskey
before
and
the
first
Bailey's
Irish
Cream
appeared
in
a
ten
gallon
milk
churn.
They
had
been
trying
to
get
the
whiskey
to
mix
with
the
cream
and
it
took
three
years
of
patient
work,
plus
a
little
chocolate
and
vanilla,
to
create
the
truly
amazing
taste.
Finally,
on
November
26th
1974,
by
way
of
an
accident,
Bailey's
Irish
Cream
Liqueur
was
born.
The
process
used
was
mixing
chocolate
nibs
and
vanilla,
adding
burnt
sugar,
sugar,
and
then
whiskey
with
the
cream
to
make
this
delicious
drink
that
has
a
shelf
life
of
two
years.
Now,
Bailey's
is
not
only
a
drink
but
is
used
as
an
addition
to
coffee
and
many
recipes.
-­‐-­‐
http://www.littleshamrocks.com/history-­‐of-­‐baileys-­‐irish-­‐cream.html

24. TARGET
AUDIENCE
Page
23
Target audience

25. TARGET
AUDIENCE
Page
24
Target audience
DEMOGRAPHIC
• Four
in
ten
(39%)
of
all
UK
alcohol
drinkers
consume
liqueurs,
which
is
high
given
that
the
market
is
worth
comfortably
under
£1
billion.
• Penetration
is
skewed
towards
females
and
18-­‐24-­‐year-­‐olds,
with
both
demographics
attracted
to
the
sweeter
flavour
profile
of
liqueurs.
• While
liqueurs
have
an
impressive
pool
of
users,
their
main
problem
is
that
these
drinkers
simply
do
not
drink
liqueurs
often
enough,
with
only
just
over
a
fifth
drinking
them
at
around
the
rate
of
once
a
week.
Figure 37: Consumption of alcohol in the past six months, October 2011
All Alcohol drinkers
Base: internet users aged 18+ 1,460 1,270
% %
Wine (sparkling or still) 68 78
Beer (ie lager, ale or stout) 60 69
Any spirit either neat or with a freshly poured mixer ie
vodka, gin, whisky, rum
53 61
Liqueurs (eg Baileys, Pimm’s, Jägermeister) 39 44

26. TARGET
AUDIENCE
Page
25
Consumption of liqueurs, by gender and age, October 2011
Base: 1,460 internet users aged 18+
LOW
FREQUENCY
OF
DRINKING
CONTINUES
TO
BE
A
PROBLEM
• Despite
having
a
high
penetration
of
UK
drinkers,
liqueurs
are
a
low-­‐frequency
drink,
with
half
of
users
having
drunk
them
in
the
past
year
but
not
in
the
last
month
and
only
just
over
a
fifth
drinking
them
around
once
a
week
or
more.
• As
Mintel’s
consumer
analysis
shows,
liqueurs
lack
a
consistent
drinking
occasion;
for
example,
they
are
viewed
as
an
after-­‐dinner
drink
by
older
consumers
and
a
party
drink
by
others,
meaning
drinking
often
occurs
on
special
occasions
or
over
the
festive
period
rather
than
with
regularity
(see
Consumer
Occasions
for
Drinking
Liqueurs).

27. TARGET
AUDIENCE
Page
26
Figure 39: Frequency of liqueurs consumption, 2007-11
Base: adults aged 18+ who drink liqueur

28. TARGET
AUDIENCE
Page
27
Figure 40: Heavy liqueurs drinkers, by gender and age, 2011
Base: adults aged 18+ who drink liqueur
TARGET
AUDIENCE
PERCEPTIONS
• The
majority
(67%)
of
UK
alcohol
drinkers
perceive
liqueurs
as
indulgent,
and
they
also
score
relatively
highly
for
the
dual
needs
of
being
a
party
drink
and
being
relaxing.
• Large
minority
of
UK
drinkers
as
heavy,
not
fresh-­‐tasting,
untrendy
and
old-­‐fashioned.
• Many consumers have negative connotations of liqueurs due to bad experiences when they were younger
• Current users are much more likely to see the category as more sophisticated, fresh-tasting and not sickly
sweet
• Female alcohol drinkers are much more likely to view liqueurs more positively than men. This is especially so
for attributes such as indulgence and relaxation.

29. TARGET
AUDIENCE
Page
28
MINTEL
INTERVIEW
QUOTAS.
“As
far
as
I
can
remember
the
sensation
was
quite
heavy.
Okay
for
a
sip
or
two
but
not
a
drink
for
all
night
long.”
–
C2DE
male
aged
45-­‐54
“I
don't
think
it’s
refreshing:
it
can
be
very
rich
and
heavy,
but
it
finishes
off
a
meal.”
–
ABC1
female
aged
25
34
“They
can
be
quite
heavy
and
strong,
so
this
combination
can
restrict
what
you
can
drink.
Some,
such
as
cream
liqueurs,
Baileys
for
example,
are
lighter
and
easier
to
drink,
but
in
contrast
Glayva
or
a
Grand
Marnier
are
strong
tasting
and
can
only
be
sipped
in
small
quantities.”
–
C2DE
female
aged
45-­‐54
“I
tend
to
find
them
a
bit
sweet
and
sickly
and
not
something
I
would
drink
a
lot
of.”
–
ABC1
male
aged
55+

30. TARGET
AUDIENCE
Page
29
Figure 41: Consumer perceptions of liqueurs, October 2011
Base: 1,270 internet users aged 18+ who drink alcohol

31. TARGET
AUDIENCE
Page
30
Figure 44: Consumer perceptions of liqueurs, by gender, October 2011
Base: 1,270 internet users aged 18+ who drink alcohol
WHO
ARE
THEY
• Majority
B
(29%,
125)
or
C1
(29%,101)
• 35%
are
uni
graduates
• £32k
household
income
• 50%
are
married
(101,
with
18%
living
with
a
partner
(136)
• Likely
to
have
children
in
the
household
(63%
have
at
least
one
child
<15)

32. TARGET
AUDIENCE
Page
31
Technology
Personally
use
• Laptop
-­‐
46%,
117
(at
home)
• Smart
phone
–
30%,
146
• Games
console
–
30%,
151
• Sky
TV
–
21%,
152
• Handheld
games
console
-­‐
25%,
165
• Digital
radio
22%,
115
Day
in
a
life
of
a
baileys
drinker
Carat
3
mo)va)on
moments
From
Carat
research
they
recognized
three
stages
of
motivations

33. TARGET
AUDIENCE
Page
32
1. In
the
moment
2. In
need
of
a
moment
3. Preparing
for
a
moment
From
this
carat
has
used
IPA
Touchpoints
to
signify
when
these
triggers
can
be
utilized.
Building
context
to
the
brands
advertising.
Decision
purchase
-­‐
limited
problem
solving
THINK
FEEL
High
involvement
(Economic)
(Psychological)
Love
involvement
(Responsive)
(Social)
self-­‐satisfaction
Post-­‐purchase
evaluation

34. THE
MARKET
Page
33
The market
DIAGEO
Celebrating
life,
every
day,
everywhere.
KEY
FACTS
• Diageo was
established
in
1997
as
a
food
and
drinks
business
by
the
merger
of
two
British
companies
Grand
Metropolitan
and
Guinness.
The
company
is
one
of
the
leading
producers
of
premium
wine
and
spirits
in
over
180
markets.
• For
the
year
ended
June
2011,
the
company
reported
a
1.6%
increase
in
its
global
sales
to
£9.94
billion
from
£9.78
billion
in
2010.
Operating
profit
grew
marginally
to
£2.6
billion
in
2011
from
£2.57
billion
in
2010.
Headquarters:
London,
United
Kingdom
Share
2011:
4.6%
Category
involvement:
All
bar
tequila
and
cognac
Volume
growth
2011:
7.8%
(+1.7%
organic)
World
spirits
volume
number
one:
The
acquisition
of
dominant
player
in
Turkey,
Mey
Içki,
and
gaining
a
majority
stake
in
Chinese
baiju
producer
Sichuan
Quanxing,
Diageo
managed
to
remain
the
leading
spirits
player
in
2011,
although
both
UB
Group
and
Pernod
Ricard
were
within
20
million
litres
of
Diageo.
PORTFIOLIO
Diageo
is
the
world's
leading
premium
drinks
business
with
a
collection
of
beverage
alcohol
brands
across
spirits,
beer
and
wine.
These
brands
include
Baileys,
Johnnie
Walker,
Crown
Royal,
JεB,
Windsor,
Buchanan’s
and
Bushmills
whiskies,
Smirnoff,
Cîroc
and
Ketel
One
vodkas,
Baileys,
Captain
Morgan,
Jose
Cuervo,
Tanqueray
and
Guinness.
Diageo
is
a
global
company,
with
its
products
sold
in
more
than
180
countries
around
the
world.
The
company
is
listed
on
both
the
New
York
Stock
Exchange
(DEO)
and
the
London
Stock
Exchange
(DGE).
For
more
information
about
Diageo,
its
people,
brands,
and
performance,
visit
us
at
Diageo.com.
Revenues
vs
Opera&ng
profits
2006-­‐2011
(year
to
June)

35. THE
MARKET
Page
34
OPERATIONS

36. THE
MARKET
Page
35
• During
its
fiscal
2011
(year
to
June),
Diageo
announced
that
it
was
reorganising
itself
so
it
could
focus
on
driving
growth
in
emerging
markets.
The
restructuring
programme
is
to
be
implemented
by
30
June
2013.
• Europe
office
:
Split
into
separate
hubs:
Great
Britain;
Ireland;
Iberia
(Spain
and
Portugal);
Continental
Europe
(includes
France,
Germany,
Italy,
the
Scandinavian
countries
and
many
Eastern
European
countries
such
as
Poland
and
Hungary
as
well
as
Israel;
and
Russia
consists
of
Russia,
Ukraine
and
Belarus.
• In
September
2011,
Diageo
reorganised
its
Western
European
marketing
structure
to
become
categorized.
Consumer
marketing
and
innovation
will
be
organised
by
drinks
category
level
with
marketing
teams
to
be
led
by
category
directors.
Previously,
marketing
was
led
on
a
territory-­‐by-­‐
territory
basis.
Business
objec+ves
• Following
the
economic
crisis
in
2008,
Diageo
realised
that
it
was
overly
reliant
on
the
mature
markets
of
Western
Europe
and
North
America.
The
company
has
now
set
the
target
of
having
50%
of
its
revenues
from
emerging
markets
by
2015.
The
company
has
already
made
a
good
start,
from
a
relatively
low
base,
with
the
share
of
its
revenues
from
emerging
markets
increasing
from
30%
in
fiscal
2009
to
34%
in
fiscal
2011.
• Diageo's
objective
is
to
remain
and
strengthen
its
position
as
the
world's
leading
producer
of
"premium"
alcoholic
drinks.
Premium
is
a
subjective
word,
although
if
it
means
spirits
excluding
local
low-­‐value
(e.g.
Indian
rum)
and
higher
than
average
priced
beer
and
wine
products,
then
that
is
the
case.
• It
has
changed
its
focus
slightly,
and
following
the
acquisition
of
Mey
Içki
and
the
launch
of
an
Indian
whisky,
the
company
has
been
more
willing
to
look
at
lower
value
spirits
as
a
route
to
market
in
its
bid
for
greater
emerging
market
presence.
Diageo
to
focus
marke0ng
on
women
• "It
is
increasingly
working
with
all-­‐female
creative
teams
at
ad
agency
partner
BBH
to
influence
the
direction
of
brand
communications
targeting
females."
Overall
direc+on
to
improvement
products
and
services
• To
reduce
our
defect
rates
to
world-­‐class
levels
by
2015
• To
eliminate
all
customer
quality
incidents
by
2015
• To
install
externally
accredited
world-­‐class
quality
systems
at
all
our
sites
by
2014
• To
build
a
quality
culture
based
on
pride
in
our
brands
(based
on
our
quality
engagement
tool)
• To
be
rated
as
best
for
quality
by
our
customers
and
consumers
(measured
through
customer
satisfaction
surveys).

37. THE
MARKET
Page
36
SWOT
analysis
STRENGTHS
• Strong
brand
portfolio
Diageo
has
a
wide
range
of
spirits
brands.
It
is
the
world's
leading
blended
Scotch,
vodka
and
liqueurs
producer.
It
is
also
a
leading
producer
in
other
categegories,
such
as
rum
and
gin.
• Strong
distribution
The
company
has
a
strong
global
distribution
network.
In
most
markets
it
has
its
own
distribution
company.
In
others
it
has
joint
ventures,
while
in
other
markets
it
has
well
established
third
party
distributors.
WEAKNESSES
• Brand
portfolio
gaps
Diageo
still
lacks
brands
in
certain
categories,
with
which
to
fully
exploit
global
growth.
It
distributes
José
Cuervo
and
Hennessy
(which
it
part
owns),
yet
it
does
not
have
full
control
of
them.
• Overreliance
on
mature
markets
Even
after
its
Mey
Içki
acquisition,
65%
of
the
company's
spirits
volumes
come
from
mature
markets.
This
has
left
it
vulnerable
to
the
recessions
in
many
of
these
countries
such
as
Greece
and
Spain.
OPPORTUNITIES
• Booming
blended
Scotch
As
the
leading
producer
of
blended
Scotch
whisky
in
the
world,
the
company
has
the
capacity
and
the
brand
portfolio
to
exploit
the
CAGR
of
2%
(+86
million
litres)
predicted
over
2011-­‐2016.
• Global
leader
in
vodka
As
the
world's
leading
vodka
producer
with
the
world's
leading
brand,
the
company
is
well
positioned
to
exploit
the
dynamic
growth
in
emerging
markets,
such
as
Brazil
and
maturing
Western
markets.
THREATS
• Growing
consolidation
Diageo
is
facing
increasing
competition
from
rivals,
most
notably
Pernod
Ricard,
and
only
held
on
to
its
leading
position
in
2011
thanks
to
acquisitions.
• Core
markets
possibly
returning
to
recession
With
most
of
Diageo's
revenues
coming
from
its
core
markets
of
Western
Europe
and
North
America,
the
possibility
of
a
further
recession
in
these
regions
will
hurt
Diageo.
Our
values
are:

38. THE
MARKET
Page
37
•
We’re
passionate
about
customers
and
consumers
–
our
curiosity
and
customer
and
consumer
insights
drive
growth.
We
care
for
our
brands.
We’re
courageous
in
pursuing
their
full
potential.
We’re
innovative,
constantly
searching
for
new
ideas
that
drive
growth
and
spinning
them
across
our
business.
•
We
give
ourselves
and
each
other
the
freedom
to
succeed
because
this
fosters
an
entrepreneurial
spirit.
We
trust
each
other,
we’re
open
and
challenging.
We
always
behave
as
a
team
–
when
we’re
together
and
when
we’re
apart.
•
We’re
proud
of
what
we
do
–
we
act
sensitively
with
the
highest
standards
of
integrity
and
social
responsibility.
We
enjoy
and
benefit
from
diversity.
•
We
will
strive
to
be
the
best
–
we
are
restless,
always
learning,
always
improving.
We
constantly
set
high
standards
and
then
try
hard
to
exceed
them.
We
deliver
results,
win
where
we
compete
and
celebrate
our
success.
•
We
value
each
other
–
we
seek
and
benefit
from
diverse
people
and
perspectives.
We
strive
to
create
mutually
fulfilling
relationships
and
partnerships.
KEY
FACTS
• Baileysis
a
perfect
of
fresh,
premium
quality
Irish
dairy
cream,
finest
spirits,
Irish
whiskey
and
a
proprietary
recipe
of
chocolate
flavours.
• Over
75%
of
the
raw
ingredients
and
packaging
used
to
make
and
present
Baileys
is
sourced
from
the
island
of
Ireland.
• 220
million
litres
of
fresh
Irish
milk
are
required
annually
to
produce
the
fresh
cream
used
in
the
manufacture
of
Baileys.
• Baileysis
sold
in
180
countries,
wherever
alcohol
is
legally
consumed.
• 6.7
million
9
litre
cases
were
sold
in
the
last
Financial
Year
(ending
June
2009)
• Baileys
accounts
for
over
50%
of
all
spirits
exported
from
Ireland.
Over
2,300
glasses
are
consumed
every
minute
of
every
day.
• Baileys
currently
ranks
9th
in
the
international
league
of
top
selling
global
premium
spirit
brands
• Baileys
is
both
the
world’s
No
1
selling
liqueur
brand
and
the
world’s
No.
1
selling
cream
liqueur
brand.
• Baileys
is
also
the
top
selling
Duty
Free
liqueur
brand
in
the
world.
(Source:
Impact
Magazine,
Feb
2011).

39. THE
MARKET
Page
38
OPERATIONS
Future
growth
prospects
for
Diageo's
Baileys
brand
are
not
strong,
with
the
brand
potentially
growing
at
under
the
4.4%
global
growth
expected
in
the
category
over
2011-­‐2016,
if
Baileys
maintains
its
share
in
all
markets.

40. THE
MARKET
Page
39
Diageo's
problem
with
Baileys
is
that
the
brand's
key
markets
are
mature
and
offer
limited
growth
potential.
In
addition,
Baileys
has
reached
maximum
penetration
in
those
markets
so
will
struggle
to
maintain
its
current
high
share
there.
The
company
successfully
managed
to
do
this
over
2006-­‐2011
in
its
key
US
and
UK
markets,
yet
that
was
done
through
heavy
price
promotional
activity
and
flavour
innovation.
There
will
be
a
limit
to
doing
this
without
damaging
the
brand's
equity
and
margins.
Trade Associations
Beer & Pub Association
Bureau National Interprofessionnel du Cognac (BNIC)
Cámara Nacional de la Industria Tequilera
CAMRA
Comité Interprofessionnel du Vin de Champagne (CIVC)
Consejo Regulador de las Denominaciones de Origen Jerez
Consejo Regulador del Cava
Consorzio per la Tutela del Vino Marsala DOC
Gin & Vodka Association
GVA
Instituto do Vinho Bordado e do Artesanato da Madeira
Instituto dos Vinhos do Douro e Porto
Office International de la Vigne et du Vin
Scotch Whisky Association
South African Wines
The Brewers of Europe
The Scotch Whisky Association
The Spirits Business
Vodka Gin Association
Wine & Spirits Trade Association
Wines from Spain

41. CREATIVE
WORK
Page
40
Creative work
Social
media
Facebook
is
an
enegamnet
platform,
where
followers
can
comment,
like
and
share.
The
content
has
all
been
chosen
to
provoke
different
triggers.
From
Mintels
research
of
Consumer
perceptions
of
liqueurs
the
top
key
words
are
reflected
within
each
post.
Facebook
timely
posts
around
key
events.

42. CREATIVE
WORK
Page
41
The
advert
is
clear
and
simple,
no
call
to
action.
The
colour
of
gold
has
connotation
of
indulgent,
that
supports
the
baileys
drink
colour.
This
post,
supports
the
fact
that
baileys
is
drank
as
a
celebration
drink.
Posts
like
above
are
made
to
provoke
engagement
and
conversation.

43. CREATIVE
WORK
Page
42
Recipes
post,
like
cocktail
recipes
are
uploaded
regularly
to
give
the
product
more
uses.
Baileys
wants
to
show
the
consumer
more
options
when
it
comes
to
baileys,
the
uses
are
key
because
it

44. CREATIVE
WORK
Page
43
Video
content
like
behind
the
senses
lets
the
follower
be
apart
of
the
experience
of
making
the
ad.
Polls
are
used
to
engage
and
also
a
small
stream
of
data
capture,
but
mainly
for
entertainment
purposes.

45. CREATIVE
WORK
Page
44
How
to
videos
of
‘how
to
make
the
perfect
baileys
cocktail’
These
simple
videos
and
are
great
for
the
users
to
maybe
make
these
drinks
for
special
occasions.
On
the
facebook
page
users
can
read
through
a
range
of
recipes.

46. CREATIVE
WORK
Page
45
Also
interact
with
the
Facebook
like
button
but
also
comment
The
page
lets
the
Facebook
users.,
comment
and
interact.
The
target
audience
are
social,
they
like
to
share
ideas
with
each
other.

47. CREATIVE
WORK
Page
46
This
user-­‐generated
content
is
used
by
baileys
to
further
promote
the
alterative
uses
of
the
baileys
product.
This
data
is
used
for
direct
marketing
(covered
later)
Youtube
Youtube
is
used
to
display
their
advertising
campaigns
.
The
comments
are
disabled
and
no
other
interaction
is
done
here.

48. CREATIVE
WORK
Page
47
Direct
marketing
(email)

49. CREATIVE
WORK
Page
48

50. CREATIVE
WORK
Page
49
Competitions
advertising
and
new
flavor
product
releases.
Website
The
homepage
of
the
website
is
a
gateway
displaying
BBH
advertising
campaign.
With
also
a
social
media
plugin
in
the
bottom
left.

51. CREATIVE
WORK
Page
50
The
core
function
of
the
website
is
the
recipes
section.
No
like
Facebook
with
interactive
functions
just
the
information
the
on
the
drink
or
desert.
The
website
has
lack
of
information
on
the
products,
bot
even
displaying
the
full
range
of
products
on
offer.
The
flavours
it
mentions
on
the
website
are
just
gateways
through
to
the
Facebook
for
more
’info
and
fun’
The
website
has
a
lack
of
information
and
content.

52. CREATIVE
WORK
Page
51
Outdoor
mediums
The
Toni&Guy
is
a
good
sponsorship
because
it
is
attractive
to
the
target
audience
of
female
18-­‐24.
The
positioning
of
this
billboard
is
key
because
it
can
relate
back
to
carats
research
of
‘In
need
of
a
moment’
by
purchasing
this
bottle
the
moment
can
be
indulging
themselves
with
a
liqure
but
also
indulging
treating
themselves
with
a
Toni
and
Guy
hair
cut.
Because
the
target
audience
is
majority
B
or
C1
social
class
they
are
looking
for
a
discounts
codes
offers
so
this
partnership
if
perfect.

53. CREATIVE
WORK
Page
52
This
advert
is
provoking
senses
of
the
target
audience.
This
advertisement
is
showing
the
indulgent
nature
of
baileys
with
dark
colours,
the
wildness
of
the
advert.
TV
BAILEYS
SPONSORS
TWO
BROKE
GIRLS
is
a
good
sponsor
because
the
target
audience
matches.
The
small
intro
shows
baileys
being
drank
in
a
socialable
situation
by
women
of
the
same
age
range.

54. CREATIVE
WORK
Page
53
Channel
4
presents
a
Channel
4
premiere
with
Bailey's.
The
content
is
seen
to
be
exclusive
just
as
the
baileys
experience
is.

55. CREATIVE
WORK
Page
54
The
new
‘Cream
With
Spirit’
campaign,
created
by
BBH,
is
designed
to
shine
a
light
on
women
and
celebrate
the
spirit
of
modern
womanhood.
It
recognizes
that
women
can
be
strong
and
feminine,
beautiful
and
witty.
With
its
unique
combination
of
Irish
Cream,
whiskey
and
spirits,
Baileys
is
the
perfect
blend
of
smooth
and
strong,
it
is
quite
literally,
“Cream
with
Spirit’.
The
film
is
a
modern
spectacular
and
is
reminiscent
of
a
music
video,
inspired
by
the
1930s
films
of
legendary/influential
Hollywood
director
and
musical
choreographer,
Busby
Berkley,
who
was
renowned
for
his
unique
style
and
ability
to
turn
dancers
into
‘human
kaleidoscopes’.
It
celebrates
the
spirit
of
modern
womanhood
with
a
visual
feast
of
sassy
dance
moves,
female
camaraderie,
spectacular
visuals
and
edgy
styling.
Set
to
the
cool
soundtrack
of
‘Rapture’
by
Blondie,
the
film
acts
as
a
metaphor
for
the
Baileys
liquid,
beginning
and
ending
in
the
glass
and
topped
off
with
the
line
‘Cream
With
Spirit’.

56. CREATIVE
WORK
Page
55
The
new
campaign
launches
in
the
UK
on
Sunday
evening
with
a
60-­‐second
TV
advert
breaking
during
the
first
episode
of
the
new
season
of
Homeland
on
Channel
4.
TV
advertising
will
be
supported
by
cinema,
outdoor
and
digital
executions.
The
film
is
accompanied
by
four
print
executions
shot
by
acclaimed
fashion
photographer
Norman
Jean
Roy.
The
print
ads
are
intended
to
encapsulate
the
spirit
of
modern
womanhood,
and
are
part
of
the
drive
to
reinvent
Baileys
as
a
more
stylish
and
aspirational
brand.
WHY
NOT
ADD
A
LITTLE
SOMETHING
WITH
BAILEYS?
The
advertisement
is
showing
the
range
of
uses
that
baileys
can
be
used
in
a
socialable
situation.

57. CREATIVE
WORK
Page
56
WHY
NOT
ADD
A
LITTLE
SOMETHING
WITH
BAILEYS?
Hazelnut
flavor
ad,
Some
of
the
individual
flavors
have
their
own
personality,
all
centered
around
a
friend
gathering
having
fun
and
trying
something
new.

58. CREATIVE
WORK
Page
57
Print
The
film
is
accompanied
by
four
print
executions
shot
by
fashion
photographer
Norman
Jean
Roy.
The
print
ads
are
intended
to
encapsulate
the
spirit
of
modern
womanhood,
and
are
part
of
the
drive
to
reinvent
Baileys
as
a
more
stylish
and
aspirational
brand.

59. CREATIVE
WORK
Page
58

60. CREATIVE
WORK
Page
59
,,,

61. CREATIVE
WORK
Page
60

62. CREATIVE
WORK
Page
61
Baileys kicked off their press partnership with Grazia this year on the 7th
February to coincide with Grazia’s special
Valentine's Day issue. Baileys are teaming up with the magazine to create 4 advertorial pages to give readers tips
on how they can ‘Add a Little Something...’ to the time they spend with their friends. Each week Bailey’s will be
giving one lucky reader the chance to win one of many exciting experiences for themselves and 3 friends by
writing to the magazine with their ideas for an amazing experience.
Visit www.graziadaily.com/baileys for your chance to win anything from Burlesque dance classes to
cocktail mixing nights with 3 of your best mates.

63. CREATIVE
WORK
Page
62

64. CREATIVE
WORK
Page
63
Case
study
-­‐
Stylist
magazine

65. CREATIVE
WORK
Page
64

66. CREATIVE
WORK
Page
65
Baileys kicked off their press partnership with Grazia this year on the 7th
February to coincide with Grazia’s special
Valentine's Day issue. Baileys are teaming up with the magazine to create 4 advertorial pages to give readers tips
on how they can ‘Add a Little Something...’ to the time they spend with their friends. Each week Bailey’s will be
giving one lucky reader the chance to win one of many exciting experiences for themselves and 3 friends by
writing to the magazine with their ideas for an amazing experience.
Visit www.graziadaily.com/baileys for your chance to win anything from Burlesque dance classes to
cocktail mixing nights with 3 of your best mates This
front
cover
celebrated
using
a
smartphone
application
to

67. THE
AGENCIES
Page
66
The agencies
BBH
Mission
statement
BBH
is
a
full-­‐service
creative
agency
providing
through-­‐the-­‐line
communications
and
also
servicing
the
digital,
mobile,
branded-­‐content
and
retail
needs
of
clients.
When
we
set
up
BBH
in
1982
we
did
so
with
some
fundamental
beliefs
that
have
guided
our
company
to
this
day.
Most
importantly,
that
outstanding
strategic
thinking
linked
to
brilliant
creative
execution
helps
to
create
brand
success.
We
also
hoped
we’d
work
with
like-­‐minded
people
and
have
some
fun;
we
haven’t
been
disappointed.
Posi$oning
Publicis
Groupe
Acquires
Remaining
Stake
in
BBH,
Becomes
Whole
Owner
of
London-­‐Based
Shop
http://adage.com/article/agency-­‐news/publicis-­‐groupe-­‐acquires-­‐remaining-­‐stake-­‐bartle-­‐bogle-­‐
hegarty/235767/
Brief
The
Diageo-­‐owned
drinks
brand
hired
BBH
as
its
lead
creative
agency
(04
June
2010)
http://www.marketingmagazine.co.uk/news/1008096
Why
they
do
this?
Because
of
creative
talent
–
awards
for
creative
agency
of
2011-­‐12
PROFERO
Mission
statement
Globally.
Independently.
Transforming
the
experience
of
your
brand
across
all
digital
platforms
to
ensure
people
spend
more
money,
time
and
social
currency
on
your
business.We
do
this
through
a
unique
approach
combining
media,
communications
strategy
and
creative,
enterprise
technology,
user
experience,
analytics
and
delivery.
We
call
this
the
Profero
Way.
Posi$oning
Owned
by..
Brief
The
challenge
Create
a
content
management
system
that
could
be
used
by
Diageo
employees
and
local
agencies
all
around
the
world.
The
Idea

68. THE
AGENCIES
Page
67
A
universal,
personalised
CMS
with
advanced
features
and
elegant
front
end
How
we
did
it
A
site
was
created
that
reflected
the
brand
feel
associated
with
Baileys
Adhering
to
strict
internal
guidelines
and
policies
set
by
Diageo
we
delivered
a
powerful
CMS
that
had
enough
flexibility
to
meet
local
markets'
requirements,
through
personalized
templates,
but
that
maintained
the
consistency
of
Baileys.com
among
an
international
audience
-­‐
essential
in
today's
increasingly
globalised
culture.
http://www.profero.com/works/en/beijing/baileyscom.aspx
Why
they
do
this?
Because
Diageo
keep
choosing
them
–
the
range
of
products
in
their
history.
There
other
client
is
Smirnoff
owned
by
Diageo.
CARART
Mission
statement
Carat
is
the
world’s
largest
independent
media
communications
company
and
is
present
in
82
countries
across
the
world,
employing
4,700
people.
Carat
is
redefining
the
value
a
media
agency
provides
to
its
clients
–
moving
from
the
provision
of
media
savings
to
the
delivery
of
greater
business
value
through
media.
Major
clients
include
General
Motors
Co,
Diageo
and
Disne
http://www.aegisplc.com/our-­‐networks.aspx
Posi$oning
Carat
is
independlady
owned
media
agency
by
Aegis
plc
http://www.aegisplc.com/our-­‐networks/carat.aspx
Brief
Media
planning
for
the
campaign
Why
they
do
this?
"Carat’s
Consumer
Connection
System
(CCS),
an
annual
survey
of
11,000
people"
http://www.brandrepublic.com/research/1031677/medias-­‐trusted-­‐brands/
http://www.slideshare.net/aegismarketing/ccs-­‐2011-­‐11821801

69. THE
AGENCIES
Page
68
THE
OUTFIT
Mission
statement
We make content for brands. We make bold, innovative, entertainment-led
advertising solutions that help brands become part of culture, and get people
talking.
To do this we have a unique way of working, blending our team of marketing and
advertising experts with TV talent from both in front and behind the camera. The
result makes for a very different kind of branded content that is genuinely
entertaining, cuts through to it's target audience, and delivers against the marketing
objectives.
We have a wealth of experience in creating good value, high quality entertainment-led
advertising campaigns for TV and social media. So whether it's creative ways to
reinvent the TV ad break, making stand-alone programming, branded online TV
channels, or digital content solutions, we make innovative content that draws the
audience in, communicates the spirit of the brand and importantly can provide a very
effective and attributable return on investment.
Posi$oning
Owned independently by Niall Murdoch charly read. Both founding the channel
4’s agency 4Creative.
Brief
Baileys are sponsoring E4’s latest American import 2 Broke Girls. They wanted to show off their
various flavours and all the different ways you can drink them, from Baileys Hazelnut on ice to Baileys
Biscotti and ice cream. We created a series of idents that took their cue from 50s and 60s sitcoms and
added a bit of split-screen glamour, showing two girls hanging out making their favourite Baileys
recipe.
http://www.theoutfituk.com/?p=1732
Why
they
do
this?
Produced
the
small
introduction
sponsorship
advertisement
2
brooke
girls.

70. THE
AGENCIES
Page
69
BLOOM
Mission
statement
Brand
creation,
brand
development,
brand
delivery.
Bringing
together
strategists
and
creatives
to
build
what
we
call
Brighter
Brands,
then
managing
their
execution
through
brilliant
artwork,
commercialisation
and
client
servicing.
We
seek
to
simplify
the
complex
for
our
clients
and
make
simple
ideas
rich
for
consumers.
We
care
about
strong
client
relationships
and
look
to
partner
with
clients
who
share
our
values
and
outlook.
Brief
Baileys, the Original Irish Cream, enjoys ardent loyalty from its adorers. A previous redesign had lost the
brand’s soul: its provenance, heritage and authenticity. We were briefed to bring back the charm that
lies at the heart of this unique product. We then extended the brand identity into an ongoing range of
flavours and a more dynamic off-pack brand world.

71. THE
AGENCY
INDUSTRY
/
ISSUES
Page
70
The Agency industry / issues
WARC
-­‐
Industry
papers
Issues
impacting
on
the
Agency
Sector
Trade
press/
blogs,
and
guest
speaker
events
at
the
university,
including
Adsoc,
CIM
and
PR
speakers
News
ar(cles
Engaging
America's
new
multicultural
majority
For
Peter
McDonough,
Diageo
cmo,
"the
nature
of
our
products"
determines
positioning
in
different
ethnic
markets.
"There's
no
functional
benefit
of
alcohol;
it's
more
about
social
currency
and
understanding
that
makes
up
social
values
of
that
currency.
"We're
constantly
tracking
trends
in
the
Hispanic,
GLBT
[lesbian,
gay,
bisexual,
transgender],
Asian,
and
African-­‐American
communities.
We
track
awareness,
usage,
how
our
brands
are
perceived
within
the
segments,
and
whether
we're
staying
relevant.
If
not,
we
know
that
the
influence
these
emerging
segments
have
in
the
larger
community
will
be
compromised."
One
of
the
ways
to
ensure
against
such
downside
is
by
practicing
the
same
kind
of
budget
integration
that
General
Mills
has
adapted.
The
Diageo
cmo
told
the
ARF
audience,
"For
us,
it
was
critical
to
shift
mentality
that
our
budget
is
comprised
of
X,
Y,
or
Z
[audiences].
When
you
segment
your
budgets,
when
cuts
come,
you
cut
in
the
segmented
area.
We
look
at
one
budget.
Within
it,
we
look
at
how
we
employ
messages
to
key
segments."
And,
McDonough
added,
it's
not
just
a
spreadsheet
mindset:
"It's
helpful
to
have
it
embedded
in
management
thinking
as
well."
And,
just
as
General
Mills
learned
brand-­‐positioning
lessons
for
its
yogurt,
so
did
Diageo
find
a
new
way
to
reach
customers
for
its
Ciroc
vodka.
"We
knew
that
African-­‐American
consumers
enjoyed
the
flavor
profile
of
coconut,
significantly
over-­‐indexing
within
that
market.
So,
we
took
the
disruptive
thinking
of
bringing
coconut
into
the
vodka
segment.
The
result:
The
brand-­‐extension
flavor
appealed
to
its
target
audience
"and
took
the
broader
market
by
storm.
It
broke
out
our
brand
growth.
"To
me,
the
numbers
are
so
darned
compelling,
you'd
have
to
be
the
village
idiot"
not
to
realize
that
multicultural
concerns
"are
critical
to
the
long-­‐term
discussions
for
marketing
any
brand."
http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=24e1da71-­‐5466-­‐4d66-­‐af56-­‐
2d43a4b1cbb8&q=diageo
Baileys,
the
Diageo-­‐owned
cream
liqueur
has
unveiled
a
redesigned
bo4le,
the
first
major
revamp
since
the
brand's
launch
almost
40
years
ago.

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Baileys:
unveils
revamped
bottle
design
The
activity,
which
is
the
next
stage
of
Baileys'
global
relaunch
as
part
of
the
'Cream
With
Spirit'
campaign,
will
be
supported
with
a
£1m
marketing
investment.
The
new-­‐look
bottle,
which
rolls
out
this
month,
has
been
heightened
and
slim-­‐lined
to
give
it
a
more
"stylish
and
elegant"
profile.
The
new
shape
also
allows
it
to
fit
inside
a
fridge
door.
Garbhan
O'Bric,
Baileys
global
brand
director,
said
the
re-­‐design
was
"part
of
a
wider
'root
and
branch'
brand
transformation".
He
said:
"As
one
of
the
most-­‐loved
female
spirits
brands
in
the
world,
we
need
to
not
only
to
appeal
to
current
Baileys
consumers
and
adorers,
but
ensure
we
also
appeal
to
each
new
generation
of
progressive,
savvy
and
spirited
women."
http://www.prweek.com/uk/news/1173294/Baileys-­‐reveals-­‐stylish-­‐elegant-­‐bottle/?DCMP=ILC-­‐SEARCH
Review
of
Cream
with
spirit
NEW
GLOBAL
BAILEYS
CAMPAIGN
CELEBRATES
WOMAN
BY
SLIGHTLY
DEGRADING
THEM
BY
KATRINA
RADIC
On Sunday 7th October, Baileys, the Original Irish Cream, will unveil its most ambitious global
marketing campaign to date with a TV and print campaign, featuring a new tagline – “Cream With
Spirit”.
Launched in 1971, Baileys has always been a brand with strong female connections. The new ‘Cream
With Spirit’ campaign, created by BBH, is designed to shine a light on women and celebrate the spirit of
modern womanhood. It recognizes that women can be strong and feminine, beautiful and witty.
Garbhan O’Bric, Global Brand Director for Baileys said:
“With this brand re-launch Baileys faces an exciting future as we re-capture the true essence of the
brand. We’ve always been at our best and truest to ourselves when we’ve celebrated the brilliance and
magnificence of women and with this new campaign we are reaffirming that timeless truth, but are doing
it with a modern twist.”
Rosie Arnold, Deputy Executive Creative Director at BBH said:

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“With ‘Cream With Spirit’, we’re celebrating the spirit of modern womanhood. I hope modern women
enjoy the campaign as much as we’ve enjoyed making it.”
The print campaign will be accompanied with a 60-second 1930s styled commercial, airing on Sunday
evening in the UK.
The whole campaign is centered around women – Baileys is and always will be a woman’s drink after
all. But I can’t help but be slightly offended by what the campaign’s message actually is. There’s
something about it that just doesn’t feel quite right.
Seeing the two of the total four print ads above, I think that what bothers me is – with the risk of
sounding like a dedicated feminist, which I really am not – that it feels like the campaign is actually
making a bigger point degrading woman instead of celebrating them. If woman in today’s (still mainly
men’s) world actually are witty, beautiful and strong, Baileys telling them to be the same is pointlessly
contradictory. In other words, the campaign tells us very clearly that woman are everything but what
Bailey’s celebrates them for, by telling them what they supposedly should be. For example, in the
second photo from above, the ad basically says that women don’t have a mind.
Therefore, this is not a celebration of women, is it? It’s more of a retrospect of what societies ‘perfect
woman’ should be, and – here comes the interesting part – what a woman might become when drinking
the product itself. All in all, if I drink Baileys I’ll have class and a mind of my own (Whoa! Thank you
Baileys!). Any thoughts about this? Feel free to comment!
Comment:
Felipe Andrade
•
5 months ago
Katrina, nice perspective. In my opinion, it would be much better if the company tells man how woman is
today. Something like: "To be more than an attitude, i choosed to have a mind". It is not about
"transformation" after drinking. Baileys must be part (a representative or an icon) of a specific culture (the
spirit of modern womanhood). The engagement with the brand is promoted by the process of self
identification with this culture. It is not a transformation of attitudes into a new culture,it is the opposite: the
new culture is forming the attitudes! The brand is just part of a complex structure of self expression.
Therefore, Baileys should be a kind of meeting point for every modern women celebrating the spirit of
modern womanhood.