The objective:

Traditionally the stalwart of the Christmas cupboard, the task was to raise immediate awareness and create sell-out demand for a brand new seasonal variant of Baileys, Baileys Pumpkin Spice, using PR and social only.

The story:

Move over Starbucks, there’s a new Pumpkin Spice trend in town #PSIloveyou - Baileys is spicing up autumn with a its new, limited-edition product - as seen in the hands of the hottest food and lifestyle influencers around.

How we did it:

By showcasing the cultural context of the product with a series of powerful influencer and brand partnerships with a strong purchase call to action.

Part cake, part booze, we enlisted the help of food and drink influencers, renowned for their taste credentials, to educate on the product’s new and unfamiliar taste by putting it into context via recipes and creative content.  We ensured that all content had a consumer call to action that either drove them in store to buy the liquid and recreate a recipe, or buy and try in an innovative new format. For example, BPS teamed up with of-the-moment patisserie, Maitre Choux, to create a beautiful, limited edition seasonal eclair.

The work was supported by a comprehensive press office which ensured that the product found its place on every seasonal hotlist and food and drink round-up.

Results: 

Over 50 pieces of coverage and a sell-out product set to return for a second season.