Lucky second wind for Baileys

It’s interesting to note that the revival of Baileys has been put down to its judicious sponsoring of Sex in the City (MW March 29), enabling it to capture a new and younger market. This contrasts with the lack of success other brands have had in reviving their fortunes.

The sponsorship is important, but surely it is more fundamental than that. Maybe it’s also because Baileys is a newer brand, and so doesn’t carry so much negative baggage about belonging to a previous generation.

It does underline the importance of keeping your brand fresh, and constantly reinventing it for each generation. There are plenty of examples of brands that haven’t had to be rescued in this way because they kept their eye on the ball.

Not everyone gets a second chance like Baileys did!

Chris Cleaver

Director

Brandsmiths

London WC2

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