Baileys® liqueur launched in (city) Ireland in 1974. Now the cream liqueur can be found across 180 markets worldwide and is the number one selling liqueur in the world.
Our mission was to position Baileys as a post-dinner treat around the Christmas season, as well as attracting a young and urban target group.
We wanted to make Baileys a part of the Swedish Christmas tradition, and what’s more a traditionally Swedish than the Swedish julbord? We wanted to challenge this old tradition and re-invent it for the modern day. We wanted to make it smooth, efficient and tasty, just like Baileys.
We created a pop-up julbord with the full experience in only 30 minutes. We decided to name it just that; Ca30. We teamed up with top chef Daniel Guest at the Miss Clara restaurant to recreate the full julbords experience in only 5 small dishes. The desert? Baileys served in a cookie cup made by the highly acclaimed pastry chefs at Tösses.
To create a buzz for our restaurant, we spread the news through Miss Clara’s social channels. We also invited both press and influencers to try our julebord. Members of the public were then welcome to book in a 30 minute slot to enjoy for themselves.
The campaign was a huge success with a total reach of over 4 245 483 in Sweden and Norway.