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Baileys kick starts re-launch with biggest ever global campaign

October 4, 2012


On Sunday 7th October, Baileys, the Original Irish Cream, will unveil its most ambitious global marketing campaign to date with a TV and print campaign which will be seen in every continent around the world. The new campaign also sees the introduction of a new endline; ‘Cream With Spirit’.

Launched in 1971, Baileys has always been a brand with strong female connections. . The new ‘Cream With Spirit’ campaign, created by BBH, is designed to shine a light on women and celebrate the spirit of modern womanhood. It recognises that women can be strong and feminine, beautiful and witty. With its unique combination of Irish Cream, whiskey and spirits, Baileys is the perfect blend of smooth and strong, it is quite literally, “Cream with Spirit’.

Garbhan O’Bric, Global Brand Director for Baileys said: “With this brand re-launch Baileys faces an exciting future as we re-capture the true essence of the brand. We’ve always been at our best and truest to ourselves when we’ve celebrated the brilliance and magnificence of women and with this new campaign we are reaffirming that timeless truth, but are doing it with a modern twist.”

The film, ‘Pour Spectacular’, is a modern spectacular and is reminiscent of a music video, inspired by the 1930s films of legendary/influential Hollywood director and musical choreographer, Busby Berkley, who was renowned for his unique style and ability to turn dancers into ‘human kaleidoscopes’. It celebrates the spirit of modern womanhood with a visual feast of sassy dance moves, female camaraderie, spectacular visuals and edgy styling. Set to the cool soundtrack of ‘Rapture’ by Blondie, the film acts as a metaphor for the Baileys liquid, beginning and ending in the glass and topped off with the line ‘Cream With Spirit’.

The new campaign launches in the UK on Sunday evening during the first episode of the new season of Homeland on Channel 4. TV advertising will be supported by cinema, outdoor and digital executions.

Rosie Arnold, Deputy Executive Creative Director at BBH said: “With ‘Cream With Spirit’, we’re celebrating the spirit of modern womanhood. I hope modern women enjoy the campaign as much as we’ve enjoyed making it.”

The film was shot in London by the French directing team Megaforce who also directed the video for Madonna’s ‘Give Me All Your Luvin’ earlier this year. The impressive dance routines in the film were choreographed by Michael Rooney, son of American actor Mickey Rooney and choreographer of Bjork's ‘It's Oh So Quiet’, Kylie's ‘Can't Get You Out of My Head’ and Fatboy Slim's ‘Praise You’ and ‘Weapon of Choice’ music videos.

The wardrobe was styled by Andy Blake, with some outfits made by Scottish-born fashion designer Pam Hogg. The accessories were supplied by fashion label FELDER FELDER, which is worn by the likes of Rihanna, Florence and the Machine and Allison Mosshart.

The film is accompanied by four print executions shot by acclaimed fashion photographer Norman Jean Roy. The print ads are intended to encapsulate the spirit of modern womanhood, and are part of the drive to reinvent Baileys as a more stylish and aspirational brand.

Media planning and buying for the campaign has been handled by Carat.