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