The new label communicates the heritage and authenticity of Baileys Original Irish Cream through artwork that embraces its Irish history. The packaging is instantly recognisable as Baileys and reflects the brands credentials, quality and heritage. The new bottle, whilst retaining the classic Baileys shape, is taller and more confident, as befitting of the creator and leader of the cream liqueur category.
New flavour emblems on the Baileys with a hint of Mint Chocolate and Crème Caramel variants evoke the individual flavours and will help consumers and retailers to distinguish more clearly between the flavours and Baileys Original Irish Cream. Equally, the redesigned outer cases feature bold coloured artwork to provide further visual distinction between variations.
Nikki Kirkwood, Baileys marketing manager, said “Our packaging is continually evolving and since the previous update we have seen the extremely successful launch of two new flavour variations – Baileys with a hint of Crème Caramel and Baileys with a hint of Mint Chocolate. The new look underpins Baileys Original Irish Cream’s credentials as the original Irish cream liqueur – the creator and leader of the cream liqueur category; and assists consumers to distinguish between Baileys Original and the flavours.
The new Baileys bottles are both impactful and practical, reinforcing the brand’s leadership position in the category* and providing consumers with a clear signpost for the liqueurs category. The bottle maintains the Baileys brand’s classic and distinctive style that clearly communicates the brand’s quality and authenticity in a contemporary way.”
Baileys Original Irish cream liqueur, Baileys with a hint of Crème Caramel and Baileys with a hint of Mint Chocolate in new packaging will be rolled out from September 2008.
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*Baileys Original Irish cream liqueur has 23.9 per cent volume share of the total liqueurs category (Nielsen Scantrack Liquor MAT May 2008).