• "I love it when the girls get together..."
    Diageo: Bailey's Chocolat Luxe

The challenge: Recruit new young female professionals into a brand which has the perception of an ageing consumer.

This is a discerning audience that likes to discover things for themselves. They then take pleasure in being the first to pass this knowledge on to friends.

Idea: New Baileys Chocolat Luxe, a secret to be shared.

Conversion / Results: 29% of purchases were incremental to spirits, over delivered on Western European plan by £13m, won Diageo’s annual Marketing Excellence award.

The work

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