Baileys is a hugely important cream liqueur in Southern Europe, #1 brand in Italy but #2 in Spain. A brand that stands out from the rest of liqueurs with a high level of awareness, but that needed a touch of playfulness, freshness, to rejuvenate its audiences.

The brief was to accelerate the brand’s growth portraying it as a cream that is part cake, part booze, pure adult pleasure, and move away from the perception of a spirit to a real treat, while driving scale and fame.

Being the on-trade an important channel in Spain, the objective was to create an action leveraging the importance of treating with this special Christmas 2021, the most critical opportunity for the brand. To unlock the brand’s local relevance via activating a strong Experiential & Activation plan, finding the right partners & collaborators to drive visibility, and meaning.

Creating local treating triggers for adults, driving meaning & purpose in Spanish food & drink culture for Baileys, revealing a new world of possibilities to consumers. For this reason, we established La Caprichería de Baileys, as a great treat container of moments of indulgence. Develop hundreds of treats with more than 150 bakers, baristas, and bartenders, and, among others, achieve a partnership with the most famous croissant chain in Spain, Manolo Bakes: A Baileys nougat with the top artisanal firm Vicens, and customized Kings Cakes from one of the most prestigious pastry shops in the capital of Spain. And an amazing 360º strategy that also created great engaging & yummy local content for Spaniards to truly treat themselves this Christmas 2021! Using celebrity’s endorsements, our own digital tribe, creating licensing opportunities, treat partnerships & experiences for consumers & partnering with at home delivery platforms.

We aimed to extend the love for the brand across 18 –34 years old consumers, as well as male consumers, and to work harder to be playfully to all adults!

Appealing to consumers in search for experimentation, inserting the brand in the treating world and indulgent moments. That want to have fun, love masterclasses and making recipes at home. Being in Spaniard’s top of mind at treating occasions, in fun times at home with friends or family or looking to relax at home & when they have a planned or spontaneous treat out.

Also, we aimed to persuade the perfect co-conspirations to bring consumers the expression of Bailey’s part cake, part booze truth. All those sweet hotspots -bakeries, bars, restaurants, and cocktail bars- wrapped up in this deliciously indulgent brand world.

Encouraging indulgence, a creative moment with Baileys on consumer’s day, powered in an agile, relevant, multichannel approach.

The use of licensing and partnerships and collaborations to accelerate brand association with treating. Amplifying with a treat collective to drive brand credibility and engagement, with a strong digital amplification acting as a content factory for recipes and call to actions to our route of treats, adding a new section to the local website. Driving the excitement of gifting by developing local treat limited editions with National treat partners, such as Manolo Bakes. And creating experiences for consumers around the world of treating, even in unexpected places like the Cinema.

All to conquer past Xmas with Baileys in a disruptive way for a liqueur brand, moving away from natural after lunch occasion, to a truly adult treat whenever and wherever, getting Baileys to be placed from dusty bar carts to kitchens!

Persuading more than x125 top treat masters, artisanal bakers, baristas, bartender, and top pastry chains to create a special treat with Baileys under #DateUnCapicho (#TreatYourself) this Xmas!

If we were to line up the bottles used to make these treats from Baileys, it would be x 5 times the height of the Statue of Liberty.

Reaching +58M consumers, +17M OTS with window displays, 3.4M video views, 833 publications in media and social media, in only 2 months.

Selling almost 300K Baileys manolitos croissants, as many nougats as the capacity of the Camp Nou, and with a sold out of 3K customized King Cakes in two weeks!

With Baileys now as the #1 liqueur in Spain!