Baileys uses Helena Christensen to help reposition

Watch the new ad here

Diageo is repositioning its Baileys brand as a drink that can be enjoyed with friends on everyday occasions.

A global marketing campaign focussing on the “simple, spontaneous moments spent in the company of friends” marks a shift from campaigns that have positioned the brand as a luxurious drink.

Philip Almond, global brand director of Baileys, says: “The key message the campaign conveys is that Baileys is a drink loved by its consumers around the world, it’s simply a delicious drink which can be savoured with friends, at any time all year round.”

The repositioning comes six weeks after Diageo reported organic net sales for Baileys dropped 4% globally in the year to 30 June. However, the drink fared better in the UK, increasing volume by 17% and net sales by 5%.

The global campaign uses the brand message “’Let’s do this again”. It will include of TV, print, digital and experiential activity.

The TV campaign, created by BBH, consists of five advertisements. The first, which breaks at the end of October, will a group of friends pouring the drink over pieces of broken birthday cake after it accidently collapses.

Former supermodel turned photographer, Helena Christensen will feature in a global PR campaign sharing a selection of photographs “depicting a day in her life hanging out with her friends”. has also been relaunched to showcase the campaign and connect with planned social media activity.

The repositioning of Baileys is similar to the shift in strategy marketing for Diageo’s Guinness brand in the UK. The drink is now marketed as one which can be enjoyed with friends in social occasions via the “Bring it Life” campaign.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here