Diageo wanted to increase Baileys consumption outside the Christmas season and build brand loyalty throughout the rest of the year.

 

Research showed that Baileys consumers are predominantly women who love to spend time with friends, and consider the time they share together to be extra special.

 

As part of the award winning, relationship marketing programme ‘The Baileys Lounge’, an informative and amusing cookbook was created. Emphasising Baileys as the key ingredient in a variety of desserts, fun diagrams were created and a photo shoot was commissioned, encouraging consumers to enjoy Baileys together.

Approximately 200,000 Baileys Lounge members were initially targeted. The campaign is now pan-European and the membership base is on track to recruit and retain more than one million members.