How do you turn a morning cup of coffee into something as special as a Bailey’s nightcap? To take the brand from the liquor shelves into the dairy cases we had to introduce a new time of day to enjoy Bailey’s. Through conversations with women we learned that Bailey’s was the drink that turned ordinary moments into something special – and combining that with how much people loved the taste of the new coffee creamers, we had a campaign. For all media, including TV, radio and online, we made sure that Bailey’s Coffee Creamer was top-of-mind when people were thinking about coffee. To complement the media we created opportunities across the country to give consumers the chance to experience, for themselves, coffee’s transformation with Bailey’s Coffee Creamers.
In 24 months we helped grow Bailey’s Coffee Creamers into the third largest, branded refrigerated coffee creamer in the U.S. and the product line has expanded into more than 10 flavors.