Baileys

Our solution demanded a holistic approach. We worked with the brand and innovation teams to conceive and design numerous extensions, from non-dairy to reduced-fat, small formats and local flavors. At the heart of it was the repositioning of Baileys from liqueur to ultimate adult treat, ‘part cake, part booze’. We articulated a new brand purpose: ‘your co-conspirator in the pursuit of pleasure’.

For the design, this meant immersing the brand in a rich language of indulgence. Looking to the world of confectionary, baking, and all things scrumptious, we gained inspiration for a palette of color, typography, textures and illustrations that evoke ‘lick-the-screen-deliciousness’. We gave ourselves permission to play with flavor semiotics in creative ways, stepping away from liqueur aisle norms. The designs were original in the category and created a bold presence in store.

But the real battleground was in store. The new innovations depended on packaging working hard on shelf. Keeping the iconic bottle shape and logo, everything else was reinvented. We needed a radical look that would pop on shelf. In place of a label we used a high impact sleeve – a first in the category.

Since Vault49 began partnering with the Baileys team, the brand has achieved sustained 10% YoY growth as the category leader globally, with +24% net sales reported in 2021. Once again it is the jewel in Diageo’s crown, engaging both consumers and the brand team alike.