Baileys® liqueur launched in Ireland in 1974. Now the cream liqueur can be found across 180 markets worldwide and is the number one selling liqueur in the world.
During December, we treat ourselves and take time to create even though it is the most hectic period of the year. The fact that Baileys was not a natural part of these festive baking activities was a mystery for us, and something we wanted to change.
To make Baileys a given part of these festive baking activities during December, we felt it was time to put Baileys in the centre of these activities. Our idea? We opened up a magical Christmas Baileys Bakery.
We partnered up with Tea Malmegård, one of Sweden’s top confectioners. During a weekend in December, we created a creative getaway where people could enjoy and spend time together during two hours baking class with Baileys as the hero ingredient.
The campaign was a huge success with a total reach of over 9 500 000 in Sweden and Norway. From the media and influencer event with 20 people attending, we had over 70 Instagram stories. The classes were fully booked and the feedback from the participants was very positive!