Baileys

Challenge: As Baileys began repositioning itself around the concept of indulgence, the brand saw an opportunity to deepen relevance by tailoring its offerings to seasonal moments and shifting consumer values—particularly the rise of health-conscious and plant-based lifestyles.

Strategy: To bring this positioning to life, Baileys introduced a series of Limited Time Offerings (LTOs) designed to appeal to specific audiences at key times of the year.

• Baileys Almande launched in spring, catering to vegan and health-focused drinkers.

• Pumpkin Spice returned in fall, tapping into a cultural flavor trend with massive seasonal appeal.

• Minis and Stawberries & Cream were also launched down the following year to sustain LTO momentum.

Both LTOs were launched with robust digital-first campaigns, using 360° tactics across paid social, digital video, and influencer partnerships to maximize visibility and engagement.

Results: The campaigns delivered strong brand impact:

• +30 point lift in ad recall

• +10 point lift in overall brand awareness

Baileys’ seasonal innovations not only reinforced its indulgent positioning but also demonstrated how timely, targeted LTOs can capture attention and drive measurable brand growth.

Client: Diageo // Agency: VaynerMedia