Baileys uses Helena Christensen to help reposition

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”.

Baileys.com 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.