How Does the Repositioning of Bailey's Ads Impact the Bottom Line?

We added an extra one euro of profit for every euro spent on media compared to Bailey's advertised, the previous Bailey's advertising. We've called that the pleasure dividend. And it's been worth 250 million in gross profit to the business since the launch of this idea. Now, Jennifer, take us through the results. How did this repositioning of the brand as an indulgent adult tree that could be enjoyed all year round impact the bottom line? Well, we have some brilliant tools in house at Diagio. So those tools have helped us tell the story of Bailey's creativity with precision.