High percentage stripes
Diageo, the distributor of Baileys, wants to revamp the liqueur's image with a new design.
Spirits Baileys distributor Diageo wants to dust off the image of the liqueur with a new design. "Advertising for distilled spirits may only contain statements and representations that relate directly to the product and its properties," stipulates Article 42b, paragraph 1, of the Swiss Alcohol Act. Many creatives see this restrictive Swiss legislation as an annoying corset, but it has given the team at Spillmann Felser Leo Burnett (SFLB) a new assignment: to refresh the image of Baileys. As the international campaign developed by Bartle Bogle Hagerty (BBH) was based on bar scenes, it could not be adapted for the Swiss market. For this reason, the local branch of Baileys distributor Diageo commissioned SFLB - an offshoot of BBH - to design the new advertising campaign.
Last spring, Diageo, the world's leading supplier of premium alcoholic beverages, unveiled a new look for its core brand Baileys. The redesign of the bottle was intended to reflect the brand's typical values such as sensuality and enjoyment more strongly.
An update of the image became necessary primarily due to changes in social trends: the fun generation increasingly replaced cocooning at the end of the 1990s. Since its market launch in 1974, Baileys has been perceived as a liqueur for special occasions with family and friends. Between the new premix drinks and modern cocktails that are now served in stylish bars and clubs, "The Original Irish Cream" began to look outdated - despite its leading position among premium liqueur brands worldwide. In line with the trend, Diageo Suisse and SFLB are focusing on the combination possibilities of Baileys in the advertising campaign.
The purist motifs only show the liqueur strips, which are created by the different densities of the liquid. In addition to the idea of tasting the mix shown, viewers are also given the quantities of the ingredients - in case the bartender doesn't know the drink.
The new Baileys designs are in the style of trendy mixed drinks.
Redesign for bottles and image of the Baileys liqueur: purist motifs in the style of trendy mixed drinks >> page 8
Simone Keller
Last spring, Diageo, the world's leading supplier of premium alcoholic beverages, unveiled a new look for its core brand Baileys. The redesign of the bottle was intended to reflect the brand's typical values such as sensuality and enjoyment more strongly.
An update of the image became necessary primarily due to changes in social trends: the fun generation increasingly replaced cocooning at the end of the 1990s. Since its market launch in 1974, Baileys has been perceived as a liqueur for special occasions with family and friends. Between the new premix drinks and modern cocktails that are now served in stylish bars and clubs, "The Original Irish Cream" began to look outdated - despite its leading position among premium liqueur brands worldwide. In line with the trend, Diageo Suisse and SFLB are focusing on the combination possibilities of Baileys in the advertising campaign.
The purist motifs only show the liqueur strips, which are created by the different densities of the liquid. In addition to the idea of tasting the mix shown, viewers are also given the quantities of the ingredients - in case the bartender doesn't know the drink.
The new Baileys designs are in the style of trendy mixed drinks.
Redesign for bottles and image of the Baileys liqueur: purist motifs in the style of trendy mixed drinks >> page 8
Simone Keller
