Case Study: Baileys boosts summer brunch engagement with VIBRANT Marketing

Baileys reaches 155,000 people with VIBRANT Marketing

The customer, Baileys, faced a challenge of declining sales despite high brand awareness. Often seen as a winter evening drink, they wanted to reposition their brand to appeal to a younger demographic. VIBRANT Marketing was engaged to help develop new consumption opportunities through the "Do You Mind If I Baileys?" campaign.

VIBRANT Marketing's solution was to position Baileys iced coffee as a brunch alternative to mimosas, creating the "Baileys Brunch" concept. They leveraged influencers to showcase recipes in a summery, festive setting. The campaign reached almost 155,000 people, exceeding its goal by 35%, and generated 12,626 interactions for an exceptional 15% engagement rate, successfully creating a new trend.

Baileys