Mother London Launches 'Don't Mind if I Bailey's' Campaign

Baileys is launching a new global campaign to drive mass consumer awareness of the world’s most loved spirits brand.

The new ‘Don’t Mind If I Baileys’ campaign, a collaboration between Baileys and creative agency, Mother, launches first across Europe on 11th November. Tapping into life’s most pleasurable moments, the campaign marks a return to the brand’s heartland as the ultimate indulgence, and aims to inspire women to take the time to treat themselves. 

Grainne Wafer, Baileys Global Brand Director, comments; "Baileys is the most loved spirit in the world but has lacked a consistent and compelling means of triggering consumption. This is the first wave of an extensive strategic and creative repositioning of the Baileys brand which aims to get our indulgent product out of the cupboard and into many more glasses, and in many more occasions. In the "Don't Mind if I Baileys" campaign, Mother has captured an unapologetic spirit that gets right to the pleasurable core of the brand."

The campaign launches with five TVCs, programmatic digital advertising, partnerships, social media engagement and below the line content that leverages cultural food and drink trends. On social media, Baileys’ followers will continue to see inspiring serve suggestions, from the theatrical to the everyday, which will highlight the versatility of the brand.  

Katie Mackay, Mother’s Joint Head of Strategy, says; "We’ve relished getting back to the heart of Baileys to create a platform befitting its pure pleasure core. The Don’t Mind If I Baileys campaign is unapologetic and indulgent – just like the brand”