Brand­ing Award

Irish Independent - Business Week - - TECHNOLOGY -

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.

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