We teamed up with broadcaster Alliance Atlantis to develop a campaign leveraging the brand and the theme across it’s properties. Bringing the strategy to life by guiding viewers through the breadth of TV programming choice, seven spots were created providing the link between the brand, consumer’s senses and appropriate network. Viewers are directed to the website with Baileys sponsoring each program schedule and other relevant editorial through customised microsites, thus dimensionalising Baileys as ‘your guide’.

For $300,000, Baileys received seven 15-second TV spots and 52 week exposure throughout the Alliance Atlantis group of networks and websites. The 'Brand Guide' effectively and innovatively addresses all brand objectives, strengthening Baileys link to the senses everyday, and brand sales outpace the category 3:1 with double digit growth.