Baileys New Campaign

Baileys, a brand I’ve previously done some work with, is about to launch a new global campaign in October. Baileys is one of Diageo’s global brands, which means have a similar focus on marketing around the world.

It looks like it’s all about lips – apparently 100 models (or at least their lips) were cast for the shoot, shot by British photographer Rankin*.

There’s going to be 24 different executions, 24 different sets of lips. I’ve no idea yet how they will turn out, but there’s definitely ice involved.

This is a very different proposition to the last set of advertising, which showed Bailey’s being drunk by a group of friends in different situations. The main focus is still on extending the consideration times for the brand, the different times you may want to drink it.

I’ll be interested to see how they change their digital presence, especially as I can’t access the Bailey’s site properly at the moment, getting the age check gateway everytime I click on something, which is a pretty bad state for a website.

*When I first saw the name, my immediate thought was I didn’t know Ian Rankin (the crime book author) took photos!

(all images used with permission from outreach agency/Baileys)