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Baileys introduces new strapline in global campaign

Diageo’s Irish cream liqueur brand Baileys is kick-starting its re-launch with its “most ambitious global marketing campaign to date” introducing its new strapline, ‘Cream with Spirit’.

Created by BBH, the global campaign aims to “shine a light on women and celebrate the spirit of modern womanhood”.

The TV spot was inspired by 1930s films of Hollywood director Busby Berkley and features sassy dance moves, female camaraderie and edgy styling. Set to the soundtrack of Rapture by Blondie, the film acts as a metaphor for the Baileys liquid, beginning and ending in the glass with the new strapline ‘Cream with Spirit’.

The campaign breaks on October 7 and spans TV, print, cinema, outdoor and digital executions. Media planning and buying was handled by Carat.

The re-launch is part of Baileys drive to reinvent the brand as more stylish and aspiration.

“With this brand re-launch Baileys faces an exciting future as we re-capture the true essence of the brand,” says Baileys global brand director Garbhan O’Bric. “We’ve always been at our best and truest to ourselves when we’ve celebrated the brilliance and magnificence of women and with this new campaign we are reaffirming that timeless truth, but are doing it with a modern twist.”

Jenni Baker, London