The Importance of Pairing With Bailey's

In the first wave, I think we had five executions, and then we had a whole host of programmatic assets that were further disembodied arms with different drink shots. But actually, when we looked to what worked from those assets, it was the ones where the serve wasn't Bailey's over ice. That started to help us see that actually behave like a proper treat. Don't just suggest there's an occasion. And then from that space, we really did make a big step change. And the next body of work, Bailey's was more playful. We were brighter and lighter. It happened at the same time as we took the semiotics learnings. The biggest unlock for Bailey's