At a time when Baileys sales were stalling and brand metrics falling we looked to reignite the brand and attract a new audience by going beyond the category for inspiration to something deeply loved by our target group: chocolate.
By borrowing and leveraging the codes, semiotics (and consumers) of chocolate, we would launch a brand extension, Baileys Chocolat Luxe.
Imbued with premium qualities and built around driving desire at every touch point Baileys Chocolat Luxe would go on to command a higher realised price than Baileys Original Cream and achieve NSV figures double that of targets.
Perhaps the greatest testament to success was that in playing in a chocolate world 71% of those who purchased Chocolat Luxe were new to the Baileys brand, with 35% being completely new to the spirits category.
At the same time the Baileys brand was reignited. Increased perceptions amongst growth audiences of Baileys as ‘stylish’ and ‘dynamic’ demonstrate that in the launching of Baileys Chocolat Luxe we had not only brought new customers, but a new image to the Baileys brand.
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