Baileys has been long associated with Christmas, especially amongst its heartland. As a new generation enters the market, how does the brand ensure it stays relevant year- round?
Treating has undergone a fetishisation; one that is full of fanciful creations, joy, playfulness and a more is more attitude.
Baileys is playful and OTT - the ultimate co- conspirator in the pursuit of pleasure - much like the rise of the iconic Ru Paul’s Drag Race and drag culture. How might we leverage this for the treating bonanza of Halloween?
The forecast is looking ‘fierce and fabulous’ this Halloween as Baileys teamed up with our favourite drag queens (Hallowqweens!) to create a devilishly delicious collection of Baileys Choctails. Launched at the iconic LGBTQ+ venue, Tonight Josephine, with a VIP guestlist and the hottest drag performers we got Baileys Choctails in the hands of trend leading media and influencers. Bars and restaurants showcased the Baileys Choctail collection and media highlighted the cocktails for everyone to recreate at home. VIPs who couldn’t make the event, received Bewitching Baileys gift packs.