Katie Shanahan

​BAILEYS 'N BRUNCH

 

Client: Baileys Irish Cream

Industry: Spirits

Awards: Bronze Effie Winner: Seasonal Program

Project Type: 360 shopper campaign

My Role: Copywriter (campaign line & more) + assisted in concept formulation

Results: 7% increase in unit sales YOY, 17% increase in off-premise displays, 19% increase in on-premise menu placements, and a 58% increase in Gen Z & Millennial buyers.

 

 

The Ask

Develop a seasonal spring program, targeting the 21-35 age range for the on and off premise.

 

The Challenge

When shoppers think of Baileys, they think of the holiday season,

leading to a steep decline in engagement & sales the rest of the year, particularly in spring following the long winter months.

 

The Insight

Brunch is a social occasion synonymous with the spring season — often paired with delicious alcoholic beverages like Mimosas, Bloody Marys, etc.

 

The Idea

Google Trends helped us reveal that brunch-related searches had DOUBLED over the past five years. Similarly, coffee was identified as the third fastest-growing flavor. This positioned our indulgent delight in a way that could be a perfect addition to both.

 

The Team: 

CD: Megan Kapsaiak, ACD: Laura Mann (CW) Corina Dypko (AD), Account: Jordan Shapiro, Taylor Wilkes