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.
In the spring of 2017, Baileys launched Baileys Iced Coffee Latte – a pre-mixed coffee drink to enjoy with friends on a sunny afternoon or as dessert after dinner. To make Baileys Iced Coffee Latte become the drink of the summer across Scandinavia, we knew we had to speak to the younger generation. We had to kick the notion that Baileys was a drink for older women and invite the hipper crowds to fall in love with the delicious drink.
To make Baileys more appealing for a younger and more aware target group, we felt it was time to combine Baileys with something new. Our idea? Combing Baileys with iced coffee and make it the drink of the summer.
We partnered up with a small coffee roastery, ‘It’s Cold Brew’, who produce their own cold brew coffee. Founded by coffee expert Aadel Kersh, music artist Fiona Fitzpatrick and producer Stefan Axel Foley, we knew they’d be the perfect partners for the job. We launched three pop-up breweries across Scandinavia, one in Stockholm, Oslo and Copenhagen, running throughout the summer. The ‘Co-Lab’ pop-up served delicious iced coffee drinks and offered ‘Brew It Yourself’ courses to learn how to make the drink at home.
The campaign was a huge success with a total reach of over 23 500 000 in the Nordics. Through the pop-up brewery and the delicious drink recipes of Baileys and cold brew coffee, we succeeded in making iced coffee drinks the drink of the summer for a younger and trendier consumer across the Nordics! Also in Sweden, the Baileys Iced Coffee Latte product reached the shelves of Systembolaget with over 128 local listings and 12 permanent listings from the 1st of September – only through consumer orders!