Bailey’s Launches “Cream With Spirit” Ad Campaign

From Shanken:

Diageo is launching its biggest-ever global campaign for Baileys, under the new tagline “Cream With Spirit.” Created by BBH, the ads will run across print, TV and digital platforms. They will target the brand’s core female audience by celebrating “the spirit of modern womanhood.” The featured TV spot is designed to look like a music video, inspired by the 1930s films of Hollywood director and musical choreographer Busby Berkley. The campaign will launch in the U.K. on Sunday with a 90-second commercial during the season premiere of the series “Homeland” before hitting the U.S. and other major global markets. The budget for the campaign was undisclosed. Baileys’ U.S. volume was estimated to be around 1.3 million nine-liter cases in 2011, according to Impact Databank.
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