Winners 2020/ Silver

Project: Baileys Strawberries & Cream

Client: Diageo

Design: Vault49

The eye-catching design for Baileys Strawberries & Cream revolutionised the brand’s shelf presence and recruited a new generation of fans.

With Baileys primarily bought at Christmas by customers aged over 55, its limited-edition variant Strawberries & Cream needed to drive summer sales, attract a younger demographic and deliver a halo effect for the parent brand. Design would be critical in achieving this.  

Baileys’ iconic bottle and logo were retained, but the rest of the design by Vault49 took a radical new direction. Positioning Strawberries & Cream more as an ‘adult treat’ than liqueur and with a colourway signalling summer, the contemporary design opened-up new seasons and purchase occasions to Baileys.

The high-impact, colour sleeve stands out in supermarkets driving impulse purchase, and with trial of Strawberries & Cream highest amongst 18 to 34 year-olds, the style-led design has attracted new, younger customers and passed them onto the wider brand.

Sales higher than iconic summer drink Pimms have been achieved in the UK and Strawberries & Cream became Baileys’ best performing innovation, with year one sales up 50% on target. Reinvigorated, Baileys became the only major liqueur brand in growth, in a stagnant market.