Baileys was Canada's #1 selling liqueur, but its growth had stalled. Although people loved it, they viewed it as a drink that was only appropriate for certain occasions. We needed to help it break out of the "liqueur ghetto" by encouraging people to think about it in new and different ways.

Re-positioning Baileys as the "catalyst for fun" allowed us to break out of the ghetto by introducing people to new uses and usage occasions for Baileys. It also allowed us to develop executional elements that would be both ownable for Baileys and extendable through a variety of other mediums. Our "Drip" campaign launched in 2003 and features hip twenty-somethings in social situations where the flirty fun and games always centre around the product . The spots set new Diageo records in quantitative pre-testing.

Since the launch of the campaign, consumer perceptions of Baileys have all evolved as intended and our spots have been picked up by ten other countries including the U.S. Most importantly, sales have continued to grow consistently and impressively since the campaign went to air increasing by 6% in 2003 and 8.2% in 2004.

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