01. Marketing Challenge

As a globally recognized brand, Bailey’s has excellent brand awareness in the Quebec market. Despite significant public recognition, Bailey’s saw a decrease in sales. Often thought of as an end of the evening drink during the winter season, Bailey’s wanted to position itself with a younger clientele by developing new consumption opportunities with the DO YOU MIND IF I BAILEYS? campaign.

02. Solution

Following elaborate research, we discovered a promising and differentiating strategic opportunity: positioning the Bailey’s iced coffee recipe as an alternative to the mimosa during summer brunches with friends. Make way for Bailey’s Brunch! A summer brunch completely reinvented and conceptualized by VIBRANT. Armed with their thousands of followers and their phones, influencers presented Bailey’s almond smoothies, Bailey’s iced coffees and Bailey’s flavored breakfast recipes to young Quebecers in a summery, festive and weekend setting.

03. Results

Our campaign reached almost 155,000 people, 35% more than our initial goal. In addition, all 64 posts generated a record number of interactions, of 12,626, which corresponds to an exceptional engagement rate of 15% on social networks.

Bailey’s Brunch created a new trend
in brunch culture, trading in the mimosas
for a delicious Bailey’s coffee.

Do you mind if I Bailey’s campaign reached
almost 155,000 people, 35% more
than our initial goal.