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.
It goes without saying that Baileys can be used in many ways and be paired with other ingredients to create delicious desserts, pastries or sweets. But when the summer comes, we long for something cool and refreshing. For most people, ice cream is a summer must. But we wanted a fun way to serve it, something that would attract a young and trendy generation.
Remember the ice cream truck? We wanted to relive those happy childhood memories that surround it. But in a Baileys way. Enter the first ice cream truck with an age limit. To make Baileys relevant for the summer season we transformed their products into a number of delicious ice creams. We served them from the truck to reach our conscious and picky target group.
We teamed up with the popular ice cream company Stikki Nikki to create four delicious liquor-infused ice cream flavours based on Baileys. We created the Baileys Ice Cream Truck, which toured Sweden and Denmark during the summer. The truck made stops at both Trädgården, one of Stockholm’s hippest summer clubs, and Distortion, a spectacular two-day street festival in Copenhagen.
To make it possible for people to buy the tasty ice cream during the summer Stikki Nikki also sold them in their stores around Stockholm. To spread the word about Baileys Ice Cream Truck we invited influencers and media to a pre-launch party. They were the first to try the new ice cream, and to spread the word through social media. We also sent out a press release in Sweden, Denmark, and Norway and designed a recipe booklet, so the fans could make the ice cream at home.
The campaign was a huge success with a total reach of over 7 454 886 in the Nordics. The partnership with Stikki Nikki and the cool locations for the Baileys Ice Cream Truck tour made it possible for Baileys to reach a young and more aware target group.
To summarise, the campaign did not only create higher awareness for Baileys in the Nordics, it made it relevant for a whole new target group. With the first Baileys Ice Cream Truck for adults and delicious ice cream recipes together with Stikki Nikki we really made Baileys ice cream the treat of the summer!