WPP agency VMLY&R has unveiled its first campaign following the merger of Y&R and VML – a global digital campaign for Baileys.
The Irish cream liqueur has posted a reactive social post on Facebook and Instagram inspired by The Great British Bake Off by offering aspiring chefs’ a range of new recipes to counter their baking fails.
Reinforcing its image as an indulgent adult treat the Baileys brand is embracing a global baking bonanza with an estimated 36m baking searches expected to be made in the fourth quarter alone with bakers proudly sharing their soggy bottoms and delicious delicacies using hashtags such as #bakingfail, #NailedIt, #ExpectationVsReality.
Addressing the former the campaign shows how even the most unappetizing baking disaster can be transformed with a splash of Baileys.
Laura Pearce, Baileys Europe marketing director, said: “We wanted to showcase the incredible diversity of our product. I hope our new campaign provides genuinely useful suggestions and inspiration to aspiring cooks in their time of need.”
Read more at The Drum: https://www.thedrum.com/news/2018/10/10/vmlyr-unveils-first-campaign-joint-agency-baileys