Diageo Repacks Baileys In Continuing Relaunch
March 5, 2013Diageo is continuing the relaunch of Baileys with the rollout of a new bottle that the company says evokes Baileys’ “modern, feminine sense of style.” The new Baileys bottle is taller with higher shoulders and offers “a fresh interpretation of the iconic label” and new typography.
The repacked Baileys will launch globally this month. It follows the international debut of a new Baileys ad campaign last fall, which Diageo calls the brand’s “most ambitious global marketing campaign to date.” Like the bottle redesign, the ad push—running on TV and print under the tagline “Cream with spirit”—is targeted at female consumers. Baileys’ global volume was down 3% to 6.5 million nine-liter cases in 2012, according to Impact Databank, continuing a trend that’s seen the brand surrender 1.2 million cases since 2007.
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