x Revolution 8
The Problem
Baileys Original Irish cream is a beloved brand, However most sales take place during the holiday season. The liquor is also heavy and sugary. The customer base is at a standstill mostly purchased by Caucasians with high incomes 55 years and older.
The ASK
Launch the new Baileys Deliciously Light brand as an extension to the Original Baileys as the product has 40% less sugar and calories to attract new and young consumers by unlocking new occasions and cementing the “everyday treating” positioning.
Target
Audience
Research
Treating is an emotional issue to Millennial Treaters.
Treats boost the emotional well being while Millennials enjoy them but leave them to feeling guilty after.
Millennials need permission to reduce the guilt and feel good about treating.
The Core Insight
When it comes to consuming alcoholic treats, young adults need extra permission to alleviate their guilt.
The BIG IDEA
Let's give our Millennial Treaters extra permission by giving them more with Baileys Deliciously Light.
Experiential
+
Interactive
Bailey’s Deliciously Light will sponsor the after hours party in early September of 2021, to extend the NYC Summer Stage show with a local DJ to give attendees more time to party and have fun on us.
While our younger treaters are partying under the sun enjoying more of what DL is giving them we are taking it a step further by partnering with Drizly Summer Stage to give them even more by being able to buy it right there by scanning this QR code which directly takes them to our Micro-site.
Diageo explained that their product sells best on the coasts so we took our events to the West Coast to San Fransisco.
In late October of 2021, Deliciously Light will be adding more to the last act of Outside Lands by giving attendees a chance to experience an iconic duo sponsored by Baileys. What’s more is that without paying for extra guest stars to fly out to outside lands to perform, we are using the exciting artists that are already on the festival line up. The audiences will thank Baileys Deliciously light for adding more fun to the festival!
To end our campaign with a bang, in June 2022, we will partner with Bryant Park and take their already existing movie night to give attendees a little bit more.
We will have behind the scenes footage showing more of the movie making process and we will host a panel with the Cast & the Director to answer questions and interact with attendees because our young treaters love to spend time together.
We will also prompt our attendees to follow our page and tag friends to be entered in a giveaway where they will have the opportunity to win a PR Box with some swag so that they can enjoy more of what Deliciously Light has to offer.
Earned Media
Media kits
We’ve also created something special for our media friends!
The media kit will include a bottle of Deliciously Light, a shaker, our “More Ways to Treat” brochure to share more ways to enjoy Deliciously Light, as well as a ticket to attend Summer Stage NYC or Outside Lands.
We’ve also created something special for our media friends!
Internal Communications
Diageo will have a bartending class for employees with Christina Najjar known as (Tinx) on tik-tok who currently has 1.1 Million followers to create cocktails using deliciously light at our HQ in NYC.
Tina will take this awesome event and post moments onto her social Media account while interacting withvemployees at Bar Deco a new bar created for the NYC HQ office. Employees will have an inside look on all of the ways that Deliciously Light gives them more.
We will also encourage employees to do more by entering a contest to create fun scenarios of ways that they think deliciously light can give them more. Information about the contest will be sent out via internal emails & using the we are diageo app. Employees can submit their ideas on their social media accounts using our hashtag #delightfullymore.
Winning submissions will be featured on the DL brochure that will be handed out during the Bartending event. These brochures will be attached to the bottles that we will be gifting to them. Winners will be announced as news on our internal app, official website, and social media platforms. Winners will also receive a ticket to attend the Summer Stage event so they can continue to enjoy more of what Deliciously Light has to offer.
Retailers
Measuring Success
Social and Digital
Engagement: likes, shares, comments, mentions, profile visits, active followers
Site performance:
Page views, time on site, clicks on ads
Experiential
Conversations/engagement on earned media, Insights on audience reactions and responses