Baileys is a real adult treat. Part booze, part cake, 100% pleasure, Baileys has redefined itself globally from being seen as a liqueur to a delicious adult treat, paired with chocolate, ice cream, cake and dessert. Your co-conspirator in the pursuit of pleasure.

This global strategy has built the brand worldwide, an idea almost twice as effective as anything the brand had done before, so far delivering €250m of gross profit over 5 years in the markets where it was modelled.

This is an idea simple enough to travel to 153 countries around the world, yet flexible enough to feel personally crafted for each one.

Our brief was to do this for Baileys in Spain, one of the world’s biggest and most important markets for liqueurs. Winning in Spain would make a massive difference for Baileys worldwide.

Madrid is Europe’s treat town, packed full of delicious bakeries and cosy cafes that come to life all year round, but most of all during Christmas. It is a perfect place for a brand defined as a tasty adult treat.

But how to build excitement for Baileys beyond being a liqueur?

The answer lies in the streets of Madrid. We created a treat trail around Madrid’s tastiest local hangouts, creating limited edition treats that poured Baileys into the treats that Madrilenos enjoy each year. Traditional local treats with a gorgeous Baileys twist.

We would connect with the people of Spain by weaving our brand into the fabric of a city.

Madrid is home to more than 3 million people, but this population swells at Christmas, with almost a million more descending on the city to enjoy Christmas treats through the season. This would give us a huge market for Baileys treats, but also a brand experience that would be amplified across the country through media coverage and word of mouth.

Our strategy was to partner with a whole treat community. Our research into treating had revealed a treat ecosystem in the city - treat trendsetters, treat influencers, treat producers and treat venues. We would connect with this ecosystem to build the perception of Baileys as a treat, enjoyed in many different ways, as much a dessert as a drink.

We launched this Baileys treat trail, La Capricheria de Baileys in Christmas 2019, but Christmas 2022 was the biggest year ever.

Those in search of treats can use signs in windows of stores across the city, visit our campaign website to follow our map or find our treat venues in the top Q-Comm platform (Glovo). We amplified this with advertising and influencers to make sure nobody missed out.

We built more partnerships than ever, including Antonio Bachour, the top pastry chef in the world. We created a treat truck for him to serve his unmissable Baileys creations in the most visited Xmas market in the city center.

Amongst hundreds of venues, we connected with the true soul of the city, partnering with San Ginés, founded in 1894, Viena Capellanes founded in 1873, Vicens, creating traditional nougats since 1775 and Manacor pastry shop run by Martín Pérez family since 1753.

Through our organic social media and PR activity around La Capricheria, we reached over 70m people and generated €4m of media value.

More than 250 outlets were attracted to take part in this Baileys treat trail in 2022, our biggest year of participation ever.

Over 70,000 branded assets appeared in participating venues.

We sold over 41,000 treats in our on trade outlets, 3,500 cocktails in bars, 12,000 ice creams, 94,000 Baileys Vicens nougats, 4,150 treats from Antonio Bachour’s treat truck, our Manolitos were sold out.

And finally, we achieved our business goal of becoming the number one liqueur brand in Spain.