Baileys most ambitious global marketing campaign to date, ‘Cream With Spirit’, includes TV and print advertising, which will be seen in every continent around the world. It is designed to shine a light on women and celebrate the spirit of modern womanhood in all its multifaceted glory. The new campaign launched last month with a 60-second TV advert breaking during Homeland on Channel 4. The film is a modern spectacular and is reminiscent of a music video, inspired by the 1930s films of Busby Berkley, who was renowned for his unique style and ability to turn dancers into ‘human kaleidoscopes’. It celebrates the spirit of modern womanhood with a visual feast of sassy dance moves, female camaraderie, spectacular visuals and edgy styling. Set to the cool soundtrack of ‘Rapture’ by Blondie, the film acts as a metaphor for the Baileys liquid, beginning and ending in the glass and topped off with the line ‘Cream With Spirit’. Chris Lock, Baileys Marketing Director Western Europe said: “We believe the world is a better place when women feel and look brilliant. Baileys has always had women at the heart of the brand – providing them with a drink that truly understands and embodies them; our new “Cream with Spirit” campaign is an incredibly exciting new step within this journey. Baileys will develop as a brand that is focussed whole-heartedly on making women shine.” The print ads are intended to encapsulate the spirit of modern womanhood, and are part of the drive to reinvent Baileys as a more stylish and aspirational brand.
