I'm mature
The Client tells me
Baileys need to overcome the barriers created by its nearly 50-year legacy as an indulgent holiday treat and align itself with Millennial's every day treating habits.
My Strategic side tells me
Millennials have reluctantly accepted adulting, yet are still not ready to let go of their careless youth. They still use play to escape their responsibilities, but as adults, more often than not, that includes alcohol.
My Creative side tells me
Make adulting enjoyable by having as much fun as you did when you were a kid.
People want to have fun again. They want to be outside, in the sunshine, having a great time, being free. We’re taking language we normally associate with kids, in this case bathtime, and reframing that child-like fun through the lens of adulthood.
We want to point out the prominence of the drink in the hierarchy of these ads. It’s big, it’s delicious-looking. It’s an essential ingredient, not an after-thought. And the beverage depicted fits the mood, the daypart, and the occasion.
The bottle serves as a visual marker, creating space between M’s, changing the meaning of the word “immature”. The gradation of tone from light to dark forces the eye to slow down a bit.
This campaign will also have a presence in social, starting with organic and retargeted mostly until Diageo’s current situation with Facebook comes to a resolution.
This time-based, it’s a mood piece, meant to set the tone and feeling of the entire campaign. It’s not a commercial or social video exactly. Instead, it serves as a benchmark for where we think we can be visually and tonally. And a piece like this, once shot, can be edited a dozen different ways for a dozen different pieces of time-based content.
We will brand wine and spirits stores with a CandyLand style: a color-blocked pathway that leads through the store and up to our unique sampling station. BDL bottles will have a tag with a QR code to And unlock the "Spin the Bottle", an AR experience that puts an adulting spin on childhood games. The user will point their camera at the actual spinning bottle and an interactive spinner with thoroughly
grown-up questions
We will have branded retro-style ice cream trucks placed in our DMAs. For example, Domino Park in Williamsburg. Visitors will be able to purchase boozy ice cream, milkshakes, drinks, and treats, even buy full-sized bottles to recreate these delicious creations at home.
These ice cream trucks are rolling events. One will be placed in Miami’s most hipster neighborhood, Wynwood, and in Santa Monica, LA. A colorful and fun “step and repeat” will inspire people to take photos and share them on their social media. The information collected will help to create a database for future retargeting efforts.
In addition to our trucks, both an app and our microsite will be available. That location icon looks like both a pin drop and an ice cream cone for a reason: users will be able to locate where the truck is, and maybe even more importantly, where it’s going next.
For those who can't make it to the truck, we want to bring the experience of BDL ice cream into the home. For an easy option, we have partnered with the New York City-based creamery Tipsy Scoop.
We have also partnered with Dash, to create a single-serve make-your-own-ice-cream kit. Dash’s wide array of appliances also creates the opportunity for expansion into an entire BDL exclusive collection.
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