How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London
On Strategy Showcase
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The Importance of Treating Spaces
The first wave of Bailey's campaign was more surreality than the current one. The brand had to embrace treating occasions, but still show up as a product brand. We learned that if we wanted to behave like a real treat, we really had to behaved like a real treats.
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