Since a successful launch in 1974, Bailey’s Original Irish Cream experienced rapid growth to become the world’s best-selling cream liquer. Global sales peaked in 2008, but when global recession hit in 2009 there was an immediate decline in sales and by the end of 2015 the brand faced a six-year rolling decline with revenue at a ten-year low. The brand had become constrained by the niche liqueur category which was stagnant. The problem was compounded by the emergence of competitors outspending Baileys in key markets. The marketing team, acting on behavioural research, started out by reframing the category in order to reposition Baileys in the dynamic and growing ‘premium treat’ category.
The marketing campaign was underpinned by the end-line ‘Don’t Mind If I Bailey’s”. The activation included advertising; digital communications; below the line activity through in-store triggers; and a presence at cultural events. The campaign was hugely successful, seeing global revenue turned around in 2016 from a five-year rolling decline to 5pc volume growth uplift and 3pc sales value growth. Key brand health measures also improved.
Baileys has reasserted itself as a star within the Diageo portfolio where
2016 final quarter sales performance was singled out as a key contributor to Diageo global performance. Pictured is Grainne Wafer, Global Brand Director, Diageo - Baileys. The Happy Pear started in 2004 to inspire communities to create a healthier world and to encourage people to each more vegetables. The brand maintains a loyal following through the delivery of community events fronted by the founders, such as Swimrise at Greystones Beach as well as inspirational health and wellness educational courses and talks; widespread PR activity which has resulted in David and Stephen becoming established media personalities on topics relating to food, health and fitness on both the Irish and international market; e-marketing in the form of internal and external newsletters; and packaging which offers an insight into the brand story.
To date, more than 150,000 copies of both of the Happy Pear Cookbooks have been sold with a third set to launch in 2018. The Happy Pear continues to grow its loyal following on social media, and David and Stephen continue to be in demand as brand ambassadors, currently working with SuperValu, Renault Ireland and Laya Healthcare. Pictured are David and Stephen Flynn of the Happy Pear.